Penney picks 5 to pitch

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J.C. Penney Co., Plano, Texas, invited five agencies into the review for its $200 million to $300 million account. They are New York shops BBDO Worldwide, DDB Worldwide, McCann-Erickson Worldwide and Saatchi & Saatchi, plus an agency representing True North Communications, Chicago. The True North agency was invited in the place of incumbent Temerlin McClain, Dallas, a True North shop that isn't participating. Credentials are to be presented this week with a decision in March, a spokeswoman for the retailer said. Steve Farley, senior VP-chief marketing officer, who is conducting the review, said Penney is looking for a "marketing partner'' to bring a "totally integrated marketing approach to the business'' over a wide range of disciplines. Penney, however, will continue to handle newspaper inserts in-house. Temerlin remains agency for Penney's $14 million St. John's Bay apparel account. Another Penney's store brand, Arizona, is keeping its $20 million account at DDB's Dallas office.

Copyright January 2000, Crain Communications Inc.

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