JC Penney's Hispanic Biz in Play

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NEW YORK JC Penney said its Hispanic marketing business is in play, following a decision not to renew its contract with Omnicom’s Dieste Harmel & Partners.

“We are working on just a very short list of agencies that we are going to invite over the next two to three weeks to come in and give a short competencies presentation,” said Olivia Vela, the client’s director of multicultural marketing.

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