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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.
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