JC Penney @ The Vidal Partnership.

J. C. Penney Company, Inc. announced The Vidal Partnership (TVP) as the Company’s new U.S. Hispanic advertising agency of record. Today’s announcement reinforces JCPenney’s commitment to ensuring that its products, services and messages are always on target, allowing JCPenney to build a deeper, more emotional and enduring relationship with its customers from the diverse communities it serves.

“The Vidal Partnership will be a key partner in JCPenney’s continuing commitment to reach Hispanic customers through culturally relevant targeted communications,” said Olivia E. Vela, multicultural marketing director for JCPenney. “Vidal’s solid marketplace experience combined with their strategic approach, agency resources, media clout, along with the in-depth experience of their senior leadership team will accelerate our Hispanic marketing outreach.”

The Vidal Partnership’s scope of work for JCPenney will include strategic counsel in reaching Hispanic customers through various marketing initiatives such as customer research, advertising, media planning and buying, as well as national event campaigns, positioning JCPenney as the preferred department store for the Hispanic community.

“The Vidal Partnership is privileged to join JCPenney, a brand known for its consistent dedication to the Hispanic marketplace and for adding value to the Hispanic communities it serves,” said Manny Vidal, president and CEO of TVP. “JCPenney’s holistic approach to communicating with the Hispanic customer allows TVP to showcase our strength in insight-driven creative ideas delivered through the line.”