$35 Mil. Marshalls Launches Review


BOSTON Marshalls and Hill, Holliday, Connors, Cosmopulos today ended their 14-year creative relationship.

The Boston-based Interpublic Group agency, which handled broadcast ads for the client, in a statement said the parting was made by mutual agreement.

Marshalls has launched a review for the assignment through Pile and Co in Boston, the consultancy said. Requests for information will likely be issued next week with a decision expected in June.

The retail chain in Framingham, Mass., spent $35 million on domestic broadcast media last year, per TNS Media Intelligence/CMR.

Client svp of marketing Karen Coppola declined to discuss the reason for the creative split with Hill, Holliday other than saying Marshalls wants to look at other options in an increasingly competitive category.

Sources said "personality issues" between the client and agency had surfaced in recent months and precipitated the split.

"We've had a terrific partnership with Marshalls over the years, and we've developed close relationships which will continue through our media planning and buying responsibilities," said Mike Sheehan, CEO of Hill, Holliday, in a statement. The agency offered no further comment.

Hill, Holliday said it retains media duties for all properties of Marshalls' parent TJX Cos., which include media planning and broadcast buying for Marshalls, HomeGoods, AJ Wright and Bob's Stores, as well as broadcast buying for TJ Maxx.

Other TJX roster shops include IPG's Mullen in Wenham, Mass., which handles TJ Maxx creative and also works on PR for Marshalls.