New York, NY – April 7, 2008 – Following a competitive pitch process, T.J. Maxx, the largest off-price retailer of apparel and home fashions in the U.S. and Marshalls, a leading off-price retailer in the U.S., has announced the selection of Ogilvy Public Relations Worldwide (Ogilvy PR) as their new public relations agency of record and OgilvyAction for experiential and consumer promotions. The account will be based in New York.
Ogilvy will work on building the brands' awareness and cultural relevancy on both the national and regional levels. The firm's focus will be on communicating the value of 'off-price'—quality, brand name merchandise that is 20 to 60 percent less than department and specialty stores everyday.
"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," said 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.
"The T.J. Maxx and Marshalls brands are truly iconic and in many ways original 'word of mouth' brands. For years, people have loved to talk about their treasure finds at both stores, and it is this brand loyalty and conversation that we are going to tap in order to elevate these brands in new and innovative ways," said Barby K. Siegel, managing director, Ogilvy PR's global consumer marketing practice.
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.
"We are thrilled to partner with these brands and their consumers, who are so passionate about finding great savings on designer fashions when they shop," added Pamela Morrisroe, executive vice president, director of client services, OgilvyAction's experiential group. "Our activation programs will bring this passion to life in amusing, engaging and unexpected ways that truly connect with consumers and deepen their relationship with the brands."
Ogilvy Public Relations Worldwide
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About TJX Companies
The TJX Companies Inc. (www.tjx.com) is the leading off-price retailer of apparel and home fashions in the U.S. and worldwide. The Company operates 841 T.J. Maxx, 767 Marshalls, 278 HomeGoods, and 128 A.J. Wright stores, as well as 34 Bob's Stores, in the United States. In Canada, the Company operates 186 Winners and 70 HomeSense stores, and in Europe, 214 T.J. Maxx stores.
About Ogilvy Public Relations Worldwide
Ogilvy Public Relations Worldwide (www.ogilvypr.com) is a leading global marketing communications firm, with offices in more than 60 cities around the world. In its 26th year, Ogilvy PR provides strategic public relations counsel to a variety of clients across its consumer marketing, corporate, healthcare, technology, public affairs, social marketing and entertainment practices. The agency also offers biotechnology and government affairs expertise through its subsidiaries Feinstein Kean Healthcare and Ogilvy Government Relations, respectively. Ogilvy PR is part of the WPP Group, one of the world's largest communications services organizations (NASDAQ: WPPGY, www.wpp.com).
OgilvyAction (www.ogilvyaction.com) is the global activation services company for The Ogilvy Group. Focused on helping marketers win in The Last Mile™ OgilvyAction utilizes a discipline-neutral mix of communications services that connects brands with consumers at key moments of truth. Its global network of 49 offices in 40 countries leverages deep industry expertise and proprietary Last Mile Analytics™ to drive both sales and brand equity for local and global clients. OgilvyAction offers a wide spectrum of services including shopper & trade marketing, experiential marketing, digital, retail design and sports & entertainment marketing. Its client portfolio features more than 300 businesses and organizations around the world. OgilvyAction is part of the WPP Group, one of the world's largest communications services organizations (NASDAQ: WPPGY, www.wpp.com).