HomeGoods Moves to KB+P

BOSTON TJX’s HomeGoods has tapped Kirshenbaum Bond + Partners in New York as its lead creative shop following a review.

KB+P, a unit of MDC Partners, will develop new creative slated for launch in March. The mission is to position the Framingham, Mass.-based chain as the perfect brand for the times in terms of economy, value and style.

The shop adds HomeGoods after bidding farewell to Edward Jones, which last week selected independent Cramer-Krasselt in Chicago to handle its $35 million business.

An agency rep said the shop cut about 10 staffers in December and another two last week as it seeks efficiencies. Those cuts — approximately 5 percent of its staff — were not specifically linked to the impending Edward Jones departure and were motivated in part by a restructuring in the agency’s production department. No more cuts are planned, the rep said.

“We are thrilled to be working with HomeGoods,” said agency partner Richard Kirshenbaum. “Value, quality and style are a combination we know well at KB+P and we’re looking forward to helping HomeGoods show that off.”

Katherine Beedes, vp, marketing at the client, said KB+P “demonstrated that they are smart retail partners who have the experience and talent to help HomeGoods reach the next level of growth.”

Pile and Co. in Boston oversaw the review process for HomeGoods, an off-price home fashion chain with 300 locations nationwide. Omnicom’s Energy BBDO and DDB, both in Chicago, and IPG’s Lowe, New York, also participated in the process.

The client spends about $15 million annually in measured media, per Nielsen Monitor-Plus.

Gotham in New York, an IPG shop, had previously handled HomeGoods’ creative.

IPG’s Hill, Holliday in Boston is lead media agency across all TJX brands.