Texans Compete for J.C. Penney

J.C. Penney has narrowed the search for an agency to handle its $8 million Hispanic ad account to incumbent Cartel Creativo and Bromley, Aguilar & Associates, both San Antonio, sources said.
Siboney USA in Dallas, a sister agency of J.C. Penney general market shop Temerlin McClain, was eliminated from contention after initial presentations to executives of the Plano, Texas-based retailer.
Tory Syvrud, president of Siboney, declined to comment, as did executives at Bromley, Aguilar and Cartel Creativo.
The review is being headed by Manny Fernandez, manager of multicultural marketing for J.C. Penney. Fernandez last week forwarded calls about the review to Duncan Muir, a public relations official at the firm.
“We have had a longstanding policy of not commenting on [agency] reviews,” Muir told Adweek.
Cartel Creativo, which has subcontracted media buying on the account to Amistad Media Group in Austin, Texas, will continue partnering with that shop as it defends the business.
Presentations are scheduled for the week of Dec. 7, with a decision likely before the end of the month.
The Hispanic search coincides with a review for the general market creative, media planning and print buying chores for J.C. Penney’s Arizona Jean Co. line.
The incumbent for those duties, Temerlin McClain in Irving, Texas, was not asked to defend, but maintains all of its other duties [Adweek, Nov. 9]. Not included in the Arizona Jean review are broadcast buying duties at Televest in New York.
J.C. Penney executives declined to identify contenders for the Arizona Jean account, which is backed by a $20 million ad budget.