JCPenney Names dentsu X as Agency of Record

Following a review, dentsu X has been named media agency of record for JCPenney, overseeing the US retailer’s full media spend and expanding upon a successful 17-year relationship. Since 2005 dentsu has been a trusted and agile media agency partner for JCPenney, largely in the search and performance media space. Now, under this expanded relationship, denstu X will handle all media buying and planning across platforms, helping JCPenney to engage throughout the entire customer journey while driving greater value and results at the intersection of brand, customer and demand. 

“dentsu has evolved with us through many different phases of the JCPenney brand, always with a focus on performance,” said Bill Cunningham, vice president of marketing, JCPenney. “We’re eager to scale-up the agency’s responsibilities and leverage their people-based approach across our media strategy to drive relevancy for our customers, and ultimately fuel growth.”

dentsu X has already begun onboarding the full media business. 

Leah Meranus, chief media officer of dentsu X US, says of the win: “We are honoured to expand our long-standing partnership with JCPenney. We will defy convention to create deeper, more meaningful connections with JCPenney consumers. Together, we will unite brand and demand to deliver experiences beyond exposure.”

This new business win comes on the heels of dentsu X US being named Santander bank’s US media agency, as announced earlier this year. Dentsu X has been recognized by RECMA as the fastest growing media agency for the past three years and recently ranked #1 in retention rate—a testament to building and growing long-standing client relationships.