Ad budget: $1.09 billion
Agency roster: Omnicom Group's DDB Worldwide, Chicago; Cartel Creativo, San Antonio; InterTrend, Torrance, Calif.
Power play: With one of retail's, and the department store sector's, rare success stories these days, Penney's and Mr. Budd are riding the retail finesse of Vanessa Castagna, chairman-CEO of J.C. Penney Stores, Catalog & Internet and J.C. Penney Co. Chairman -CEO Allen Questrom.
Downside: Mr. Budd's positioning for Penney's, "It'sallinside," gets lost in the store's drumbeat of sales promotions.
