DDB's Integrated Pitch Wins $200 Mil. Penney Biz

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DDB Worldwide’s ability to integrate a message across all media led J.C. Penney Co. to select the shop for its $200 million account, the retailer’s top marketing executive said.
DDB beat out fellow Omnicom shop BBDO New York for the Irving, Texas, retailer’s account. Stephen Farley, senior vice president and chief marketing officer for Penney, said, “The galvanization of the entire DDB Worldwide network for the business” proved to be a winning edge.
DDB’s efforts included snagging veteran retail executive Gary Moss to run the business.

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