TJ Maxx Ends Advertising Partnership With WPP Gray


  • Discount retailer TJ Maxx is abandoning Gray from WPP after 12 years and is looking for a new advertising agency.
  • The retailer spends approximately $ 65 million annually on marketing.
  • Gray has created broadcast campaigns for TJ Maxx since 2009, including “Who’s the Boss” in 2020.
  • See more stories on the Insider business page.

TJ Maxx is looking for a new agency to handle his $ 62 million in advertising, ending a 12-year relationship with WPP’s Gray New York.

A spokesperson for parent companies TJX confirmed the change. A spokesperson for Gray said the agency declined to participate in the retailer’s pitch for its advertising activity. Insider could not identify participating agencies.

Gray, which merged with digital agency WPP AKQA last year, has managed TJ Maxx’s broadcast campaigns since 2009 and is behind campaigns including the 2020 one. “Who is the boss” about a woman who celebrates the fact that she has the same handbag as her boss’ boss – which the woman bought at a discount from TJ Maxx.

WPP will continue to manage ad planning and buying for all TJX brands – including TJ Maxx, Marshalls and HomeGoods – through its media agency Mindshare, according to people with direct knowledge.

TJX spends about $ 85 million on annual marketing, most of it on TJ Maxx, according to Comvergence. This includes $ 62 million spent on TJ Maxx, $ 15 million on Marshalls and $ 8 million on HomeGoods, by convergence.

Publicis Groupe’s Leo Burnett and IPG’s McCann New York agencies are responsible for advertising for Marshalls and HomeGoods, respectively.

TJX rebounded from the pandemic. Its turnover in the first quarter increased 129% to $ 10.09 billion from the comparable period last year, which was affected by COVID; and increased by 9% compared to the same quarter in 2019.

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