Marshalls Seeks New Creative, Digital AOR

Incumbent GSD&M Has Held Duties Since 2008

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Credit: Dwight Burdette

Department store chain Marshalls has put its creative and digital business into review.

Marshalls Inc., a subsidiary of TJX Companies, said in a statement it is seeking a "broadcast and digital creative agency of record." Search consultancy Pile & Company will handle the review.

The incumbent, Austin-based agency GSD&M, has handled creative since winning the account in 2008, debuting Marshalls' "It Pays to Be Shoppertunistic" tagline later that year. GSD&M added digital duties in 2011. The agency will not take part in the pitch, according to sources familiar with the matter.

"As the retail and media landscape continue to evolve, we are looking for a fresh perspective on our brand," said Rebecca Leonard, associate VP-public relations at TJX, which also operates T.J.Maxx, Homegoods, in a statement. "We greatly appreciate the contribution GSD&M has made to our marketing efforts over the last several years."

Marshalls spent more than $141 million on measured media in 2014, according to Kantar Media.

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