JCPenney Consolidates All Media At Dentsu X

Retail giant JCPenney has selected Dentsu X as its media agency of record following a review.

Billings were not disclosed, but the companies said Dentsu X will handle all U.S. media spending.

Omnicom's OMD unit was an incumbent, but Dentsu has been a JCPenney agency since 2005, and says it already has begun “onboarding the full media business.”

“Dentsu has evolved with us through many different phases of the JCPenney brand, always with a focus on performance,” JCPenney Vice President of Marketing Bill Cunningham said in a statement announcing the appointment, adding, “We’re eager to scale-up the agency’s responsibilities and leverage their people-based approach across our media strategy to drive relevancy for our customers, and ultimately fuel growth.”



Next story loading loading..