In a split decision, Long Haymes Carr has been awarded creative and media planning duties on T.J. Maxx's $20-25 million advertising account; Hill, Holliday, Connors, Cosmopulos picks up buying chores.
A client official on Friday confirmed the agency selections.
Long Haymes Carr, Winston-Salem, N.C., and Boston-based Hill, Holliday, a long-time roster shop of the client's parent TJX Cos., had competed against each other, The Richards Group of Dallas and Euro RSCG Tatham in Chicago, in the final round of a review. Cliff Freeman and Partners and Bates USA, both in New York, were eliminated in the review.
Consultants at Pile and Co. in Boston conducted the search.
Marshalls, another unit of Framingham, Mass.-based TJX, has been a client of Hill, Holiday since 1991.
Holland Mark Advertising, which produced mainly broadcast creative work for T.J. Maxx, resigned the business for the notoriously work-intensive client in September. The Media Edge, New York, has handled the media.
T.J. Maxx had worked with Holland Mark for about a year since the Boston agency completed its acquisition of crosstown rival Ingalls, which had handled the business for a quarter century.
Long Haymes Carr, led by Chairman Steve Zades and chief creative officer Mylene Pollock, has been on a run this year, winning some $100 million in new business, including, most recently, the $10 million Dunlop Slazenger sporting goods and $5 million Alabama Power accounts.