Bob’s Stores Opens Review

BOSTON TJX’s Bob’s Stores has launched a review for it’s estimated $5 million ad account, according to a representative at consultancy Pile and Co., which is overseeing the process.

Agencies in the Northeast are being contacted and a field of contenders will be selected later this month. A decision is expected by the beginning of April.

Framingham, Mass.-based TJX acquired Bob’s in December for $60 million. TJX roster agencies include Interpublic Group units Hill, Holliday, Connors, Cosmopulos in Boston and Mullen in Wenham, Mass. IPG’s Gotham in New York was selected to handle ads for TJX’s Homegoods stores following a Pile-led review that concluded late last year.

Boston-based independent Clarke Goward crafted Bob’s last TV campaign. Those spots introduced “Tom Donahue,” a fictitious senior buyer for the retail chain. The lighthearted vignettes were designed to educate the adult male target about the Meriden, Conn.-based company’s value pricing and brand name merchandise. Recent taglines for Bob’s include “We know our customers and the brands they live in” and “Get real.”

Prior to Clarke Goward, advertising was handled in-house. Bob’s Stores has 36 locations in New England, New York and New Jersey.