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NEW YORK JC Penney has named independent Vidal Partnership as the lead ad agency to handle its U.S. Hispanic business following a review.
The client spends more than $400 million annually in domestic measured media, per Nielsen Monitor-Plus. JC Penney spent nearly $40 million during 2007 in domestic Hispanic TV alone.
“The Vidal Partnership will be a key partner in JC Penney’s continuing commitment to reach Hispanic customers through culturally-relevant targeted communications,” Olivia E.
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