DDB bags J.C. Penney for $200 million account

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J.C. Penney Co., Plano, Texas, selected DDB Worldwide, Chicago and Dallas, to handle its approximately $200 million account. About a year ago, DDB's Dallas office made an inroad into the retailer's roster when it won a pitch for the $15 million Arizona jeans private-label brand. DDB Worldwide Chairman-CEO Keith Reinhard said he personally will be involved in the account, along with Dick Rogers, president of DDB U.S. Penney, battling slumping sales, will move to revitalize the brand with a new effort promoting its traditional department stores, catalog operations and e-commerce offerings. Incumbent Temerlin McClain, Irving, Texas, keeps Penney's private-label St. John's Bay account, with spending of $14 million.

Copyright April 2000, Crain Communications Inc.

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