PLANO, TX: JCPenney is searching for a firm to work on its apparel lines.
The retailer expects to decide within two months.
"The scope is still being determined," said Quinton Crenshaw, JCPenney's senior PR manager. The search began in March.
The field has been narrowed to a list of finalists, said Crenshaw. He wouldn't discuss how many finalists are being reviewed. "We [seek] a firm that can promote JCPenney on a national level," he added.
JCPenney has worked with New York agency Bratskeir for about a year, Crenshaw said, but decided it wanted a new agency. "This is an opportunity to look for a new direction," he said JCPenney has used a variety of PR firms for projects in the past, including Ketchum. The agency has been working with Federated Department Stores on a rebranding effort for two years and would seem an unlikely candidate for the business.
The retailer last week reported a rise in quarterly earnings to $172 million, compared with $41 million in the same quarter last year.