In an unexpected move, J.C. Penny decided to change its advertising agency after sticking to DDB Worldwide [part of Omnicom group], Chicago for six years. J.C. Penny has disclosed recently that it is switching over to Saatchi & Saatchi in New York [part of Publicis group]. The company spends on an average $400 million on ads in a year.
The shift will come into force from December 1 this year, however, this shift would not affect two other Omnicom agencies Dieste Harmel & Partners, for Hispanic ads, and OMD, for media planning and buying, that work for Penny.
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