Accounts in Review: Why JCPenney Pulled the Plug on Its Media Review

Never mind.

After contacting outside shops, JCPenney this week pulled the plug on its media review and retained OMD, which has worked for the retailer since 2000. The decision came amid the exit of chief marketing officer Debra Berman, who left after just 19 months. Other executives have absorbed her responsibilities while JCP seeks a new marketing leader.

JCP's about-face surprised some review participants, particularly given that other retailers have called reviews in the past year, often changing agencies in the process. But sources said OMD hustled to meet JCP's objectives by, among other things, offering more data services—something that the agency has become know for—and reducing its fee. So, why go through the paces of a pitch if you can get what you want now? Hard to argue with that logic. JCP and OMD declined to comment.

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