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That was fast. Six months after hiring Young & Rubicam to lead its creative efforts, JCPenney has replaced Y&R with a trio of agencies: Doner, EVB and Victors & Spoils.
The change came after a pitch and as the struggling retailer prepared for its crucial holiday shopping season. Indeed, the honeymoon for the new shops will be short, as the first campaign may break as early as next month.
JCP spent more than $435 million in media last year and about $170 million in the first half of 2013, according to Nielsen.
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