TJ Maxx, Marshalls Parent TJX Taps Mindshare as Media AOR
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TJX Cos., parent to Marshalls, T.J. Maxx, HomeGoods and Sierra Trading Post, has hired WPP media agency Mindshare as its media agency of record for all brands in the U.S., according to people with knowledge of the matter.
Mindshare, which deferred comment to TJX, is expected to begin working on the off-price brands immediately, including media planning, buying and analytics. Pile & Co. supported the review, Ad Age learned.
“The media industry has changed significantly in recent years and we wanted to ensure that as the landscape evolves, media support for our T.J. Maxx, Marshalls, HomeGoods and Sierra Trading Post chains helps position our businesses for continued growth,” said a TJX spokeswoman. “With that goal in mind, TJX has made the decision to place its media account with Mindshare. We are extremely grateful to the media-buying agencies that have served our company well for many years.”
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