Penney, Temerlin Part Ways

Retailer Begins National Search; Agency Retains St. Johns Bay
ATLANTA–J.C. Penney has begun a national agency search after leaving longtime agency Temerlin McClain.
The account, worth $100 million, had been at the Irving, Texas, agency since 1991.
“We are not looking for an advertising agency so much as we are looking for specifically a marketing partner,” said Stephanie Brown of Penney’s public relations department. “With that said, we are looking for an agency that can manage different facets of our business, be it creative, research, media planning and buying, and multi-cultural efforts.”
Brown said Penney would not use a consultant for the review, which will be led by recently appointed senior vice president and chief marketing officer Stephen Farley.