RETAILER MARSHALLS SPLITS WITH HILL HOLLIDAY, OPENS REVIEW
Ends 14-Year Creative Partnership; Agency Retains Media Duties
Kaplan Thaler won the account in a pitch against three other finalists -- Publicis' Bartle Bogle Hegarty, New York; Omnicom Group's Element 79, Chicago; and Interpublic Group of Cos.' Martin Agency, Richmond, Va.
The retailer in March ended its 14-year relationship with Interpublic's Hill Holliday Connors Cosmopulos, Boston. At the time, Karen Coppola, senior vice president of marketing for TJX Cos.' T.J. Maxx and Marshalls, said: "They've done a great job over the years, but we're at a juncture where we want to look around and see what else is out there."
Marshalls' measured-media spending in 2004 was $30.1 million, according to TNS Media Intelligence; the broadcast portion of that was $26 million.
The review was managed by Pile & Co., which did TJX's Bob's Stores review in 2004 and HomeGoods review in 2003.
As of June 2005, Marshalls operated more than 650 discount apparel and home-fashion stores in 42 states and Puerto Rico.
Hill Holliday was to continue to handle media duties for TJX, including media planning and broadcast buying for Marshalls, HomeGoods, AJ Wright and Bob's Stores and buying for T.J. Maxx.