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J.C. PENNEY MOVES HISPANIC ACCOUNT TO DIESTE

$15 Million Assignment Was With Cartel Creativo

Published on .

NEW YORK (AdAge.com) -- J.C. Penney Co. is moving its estimated $15 million U.S. Hispanic account to Omnicom
Group's Dieste, Harmel & Partners, Dallas.

The account had been with Cartel Creativo, San Antonio, an independent U.S. Hispanic agency.

Manny Fernandez, manager of multicultural marketing, said the company was familiar with Dieste from an earlier local branding project, and wanted to strategically align marketing efforts.

Omnicom's DDB Worldwide is the retailer's general-market agency.

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