Penney Expands Hispanic Marketing

New York City J.C. Penney Co. Inc. has hired ad agency The Vidal Partnership to expand its marketing to Hispanic customers.

Vidal Partnership, a Hispanic agency based in New York City, will help the retailer plan various marketing programs, such as customer research, advertising, media planning and buying, as well as national event campaigns. In an effort to further reach this demographic, J.C. Penney spent nearly $40 million during 2007 in domestic Hispanic TV alone.