Leo Burnett Wins Marshall’s

By Patrick Coffee 

Less than two months after announcing its creative review to AdAge, Marshall’s chose Leo Burnett as digital/creative AOR.

On the win, the client’s VP of Marketing Louisa Milligan says:

“With Leo Burnett’s experience with some of America’s most well-known brands, we are excited to begin this partnership to communicate the Marshalls brand story.”


Leo Burnett North America CEO Rich Stoddart added:

“We’re thrilled to partner with Marshalls and look forward to creating work that communicates their value and impacts their bottom line.”

The account had been with Austin’s GSD&M since that agency won it away from Hill Holliday back in 2008; Hill subsequently held the digital portion of the business until 2011. GSD&M did not participate in the review and, when the move was first announced, cited its “very successful relationship with the Marshalls’ team over the past seven years.”

The client is not completely new to the Burnett organization: in 2013, its Hispanic wing Lapiz won the business on the strength of its “first ever in-depth Latino shopper study.”

The Massachusetts-based Marshall’s, which was acquired in 1995 and now forms the Marmaxx Group along with T.J. Maxx, calls itself “the largest off-price retailer of apparel and home fashions in the U.S.”; the company spent $141 million on measured media in 2014.

The account will be run out of the agency’s Chicago office.