NEW YORK: The TJX Companies' leading off-price retailers, T.J. Maxx and Marshalls, have named Ogilvy Public Relations Worldwide to serve as its new public relations AOR, after a competitive pitch in January.
Starting the second week of March, Ogilvy's New York team began providing PR support to T.J. Maxx and Marshalls, on separate and overlapping initiatives for the brands, which carry different merchandise and departmental focuses.
One of Ogilvy's first tasks is to devise the message calendar for the year, given the concerns of its target demographic, 25- to 54-year-old women, said Rebecca Leonard, AVP of T.J. Maxx and Marshalls.
Ogilvy will also develop in-market programs and media relations to promote the story behind both brands, said Barby Siegel, Ogilvy Managing Director of Global Consumer Marketing.
“PR plans are presently being put in place,” Siegel said. “Much will focus on the value and the power of off-price shopping, against the backdrop of a particularly trying economic time.”
The two TJX retailers offer discounts from 20%- to 80%- off brand-name department store merchandise.
Beating out an incumbent and five other firms, Ogilvy won the account by successfully completing three rounds, including a capabilities pitch, a proxy assignment, and maybe more importantly, meeting TJX's cultural compatibility criteria.
“We applied our corporate philosophy of ‘Relationship before task' throughout the RFP,” Leonard said. “To make sure it would be a good fit, we required everyone involved in the pitch to sit with us and have a meal and not talk about business. We took tours of their offices to see how they worked. We're focused on investing in people versus simply the ideas put in front of [us].”
Additionally, Ogilvy PR's sister company, Ogilvy Action, was hired to partner with T.J. Maxx and Marshalls on experiential and consumer promotions.