TJX Europe slips on PR review
2) If you are in the market for this account, go get the RFI from Oystercatchers.
3) If you don’t think you’re in the market, think about this: Brooklyn Brothers has the $29 million ad account.
LONDON: TJX Europe, parent company of retail brand TK Maxx, is searching for an agency to ramp up its PR and social media across Europe.
The review, which is being led by marketing consultancy Oystercatchers and TK Maxx group MD Deborah Dolce, is at the RFI stage. Dolce confirmed the retail giant is searching for an agency with international reach throughout the continent to handle both PR and social duties.
The brief encompasses the company’s discount clothing stores as well as HomeSense, TJX Europe’s home goods store that launched in 2008 and has 24 locations in the UK.
The review process is expected to be completed by October.
The retailer, which sells current season brands and designer labels at a discount of up to 60%, has attempted in recent years to move away from its perception as a budget clothing store and instead highlight its fashion credentials.
It is understood the retailer will continue PR and social activity based on its fashion-focused “Brands for Less” concept.
US parent firm TJX Companies has targeted Europe for continued growth, with a long-term goal of owning 700 stores in the region. TK Maxx outlets numbered 343 in the UK, Ireland, Poland, and Germany at the end of 2012.
“This is a very exciting time at TJX Europe as our business grows from strength to strength,” Dolce said.
A number of UK agencies have worked with the discount giant in the past to promote its charity affiliations. However, this is understood to be the first time TJX has sought a single agency at a Europe-wide level.
The successful agency will work closely with TJX Europe’s in-house team and Brooklyn Brothers, which won the retailer’s European ad work, understood to be worth approximately $29 million, at the end of June.