Marshalls has found a new lead agency.
Leo Burnett in Chicago has landed the retailer's creative business, succeeding GSD&M in Austin, Texas. The assignment includes both traditional and digital creative responsibilities.
Marshalls' media spending totalled $95 million last year, according to Kantar Media.
The shift came after a review in which Arnold in Boston was the other finalist, according to sources. GSD&M did not defend and an earlier contender, Crispin Porter + Bogusky, exited before final pitches, which took place this week, sources said. Pile + Co. in Boston managed the process.
GSD&M had worked on the business since 2008.
In a statement, Louisa Milligan, vp of marketing at Marshalls, cited Burnett's experience with "some of America's most well-known brands." Top accounts at the Publicis Groupe agency include Kellogg and McDonald's.
Burnett North American CEO Rich Stoddart said he looked foward to creating work for Marshalls that both communicates its value and impacts its bottom line.
Media responsibilities were not in play and remain at Hill Holliday in Boston.