Penney Goes Into Play

J.C. Penney has begun a review of its estimated $8 million Hispanic advertising account and will hear presentations next month from three contenders.
Stephanie Brown, public relations coordinator for the Plano, Texas-based retailer, declined to name the shops pursuing the business or indicate whether the incumbent was invited to participate.
Cartel Creativo in San Antonio currently handles Spanish-language creative duties and subcontracts the media buying to Amistad Media Group in Austin, Texas.
Cartel got its foot in the door of J.C. Penney in 1995 after forming an alliance with Temerlin McClain of Irving, Texas. Temerlin is responsible for the retailer’s creative account in the general market, as well as print planning and buying. General market television buying has been serviced by TeleVest in New York since April 1997.
Sources said Siboney USA of Dallas, a sister shop to Temerlin through parent True North, may be among the agencies pitching Penney. Siboney president Tory Syvrud declined to comment.
Cartel principal Victoria Hudson declined to comment and referred calls to the client. The agency is currently developing a holiday campaign for J.C. Penney.
Spending plans were not disclosed, but sources said shops have been asked to develop a national Spanish-language marketing program assuming a budget of $8 million. Proposals will likely include recommendations for television and print advertising.
Brown said the review is being headed by Manny Fernandez, manager of multicultural marketing. Fernandez could not be reached at press time to discuss the review.
J. C. Penney operates more than 1,200 department stores and owns nearly 2,800 Eckerd drugstores, according to Hoover’s Online.