NEW YORK—Following a competitive pitch, T.J. Maxx, the largest retailer of apparel and home fashions in the U.S., and Marshalls, one of the leading off-price retailers in the U.S., have selected Ogilvy Public Relations Worldwide as their new public relations agency of record and sister firm OgilvyAction for experiential and consumer promotions. The accounts will be based in
Ogilvy will work on building the brands’ awareness and cultural relevancy on both the national and regional levels. The firm will focus on communicating the value of “off-price,” quality, brand name merchandise that is 20 to 60 percent less than department and specialty stores every day.
“Together with Ogilvy PR and OgilvyAction, we will be developing plans that will enable both brands to make a deeper emotional connection with our target consumer around the power of off-price shopping,” says Rebecca Leonard, associate vice president of public relations for T.J. Maxx and Marshalls. “We were impressed by Ogilvy’s understanding of our business and the retail environment in general, as well as their ability to think across marketing channels.”
T.J. Maxx and Marshalls are part of The TJX Companies, which ranked 133rd in the recent Fortune 500 rankings with over $17 billion in revenues in 2006, eight businesses, and more than 2,500 stores, globally.
Ogilvy PR will focus its efforts on building a new level of awareness among key influencers and media. OgilvyAction will create meaningful brand experiences that turn consumers into shoppers and shoppers into buyers in The Last Mile, the distance a consumer travels towards a purchase decision.