TJX’s HomeGoods Opens Review

BOSTON TJX’s HomeGoods off-price home fashion store chain is holding a review via Pile and Co., the consulting company based here.

A Pile representative confirmed the review and said the five-year incumbent, Gotham in New York, a unit of the Interpublic Group, was not participating. Gotham execs could not immediately be reached for comment.

Based in Framingham, Mass., HomeGoods operates about 250 stores and spent $10 million through June ’08 on ads after spending $15 million in measured media all of last year, per Nielsen Monitor-Plus.

Prior to hiring Gotham in December 2003, HomeGoods used Allen & Gerritsen, an independent agency in Watertown, Mass., to craft its advertising, though the business was worth only about $3 million at that time.

Contenders in the current pitch were not disclosed, but sources said the retailer would likely evaluate agencies with category experience and would prefer, though not insist, that contenders have a presence in New York or New England.

Several different shops handle elements of TJX, including Interpublic Group’s Hill, Holliday in Boston, the primary media agency across all TJX brands; IPG’s Mullen in Winston-Salem, N.C., which serves as lead creative shop on T.J. Maxx; and Omnicom’s GSD&M Idea City in Austin, Texas, which added Marshalls’ creative chores in June.