PLANO, TX: JCPenney has chosen DKC as an agency partner to support its fashion brands following an RFP process. The retailer also hired PMK-BNC earlier this month.
DKC will manage “fashion and editorial outreach” for JCPenney, said April Dinwoodie, divisional VP for brand communications and publicity at the retail company. She added that it is “to be determined” if DKC will handle social media work.
Dinwoodie explained that neither DKC nor PMK-BNC is acting as AOR for the retailer, but both are its “agency partners.” JCPenney previously worked with M Booth & Associates.
“We're thrilled and we're proud,” explained Dinwoodie, “but it's really important for people to understand that we're getting support from two different places and they're both equally as important and relevant for what we need to do in the coming year.”
Dinwoodie said JCPenney has worked with a variety of agencies over the years, but this is the first time the company has “definitively broken up the work in this way” with PR agencies.
She added that the two agencies will collaborate and work across platforms to support JCPenney in the next year.