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JCPenney taps Vidal Partnership for Hispanic marketing  

Plano, Texas – Department store retailer JCPenney has named The Vidal Partnership its U.S. Hispanic advertising agency of record.

New York-based Vidal is the largest independent Hispanic marketing communications agency in the United States and has won a string of honors. Its client list runs from Cadbury, Diageo and Kraft Foods to Johnson & Johnson, the NFL and The Home Depot.

“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,” said Olivia Vela, multicultural marketing director, JCPenney.

Agency president and ceo Manny Vidal credited JCPenney as “a brand known for its consistent dedication to the Hispanic marketplace and for adding value to the Hispanic communities it serves.”

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