HomeGoods Moves Creative Account to McCann New York

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HomeGoods parent TJX Companies has been attracting shoppers in a tough retail business.
HomeGoods parent TJX Companies has been attracting shoppers in a tough retail business. Credit: HomeGoods via YouTube

HomeGoods, the retail chain that belongs to The TJX Companies along with brands such as Marshalls and T.J. Maxx, has named Interpublic Group's McCann New York to handle its creative account following a review.

MDC Partners' KBS had handled the account since 2009 but declined to participate in the review.

"McCann brings proven strategic and integrated marketing expertise that will help us build a strong communications platform to deliver innovative, creative work that will resonate with our customers and help us stand apart in the marketplace," said Emily Trent, VP and marketing director of HomeGoods in a statement.

In an increasingly challenging retail environment, The TJX Companies has managed to keep attracting shoppers. The new agency at HomeGoods comes ahead of TJX's plan to add a home décor chain, HomeSense, to its portfolio. The first HomeSense store is expected to open in Framingham, Mass. in August. A TJX spokeswoman said McCann will only work on HomeGoods at this time.

First-quarter net sales for TJX rose 3%, year-over-year, to $7.8 million. Same-store sales in the period increased 1%, down from 7% growth in the quarter a year earlier. Despite missing analyst expectations, TJX did not post a loss for the quarter like some of its competitors, such as J.C. Penney, Macy's and Dillard's.

According Kantar Media, TJX spent more than $77 million on measured media for HomeGoods in 2016.

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