McCann Wins $77 Million HomeGoods Account After a Review

By Patrick Coffee 

The HomeGoods review that launched in May has ended with the discount home decor chain picking McCann as its creative and strategic agency of record.

McCann’s New York office will run the account moving forward.

From the chain’s VP, marketing director Emily Trent: “McCann brings proven strategic and integrated marketing expertise that will help us build a strong communications platform to deliver innovative, creative work that will resonate with our customers and help us stand apart in the marketplace.”

Incumbent KBS sat out the review, and it’s not clear at this time which shops competed for the business. The chain is owned by Boston-based TJX, whose roster also includes T.J. Maxx, Marshall’s and Sierra Trading Post. TJX has been a rare success story in the retail field in recent years, and a couple of months ago it announced plans to open a brand new chain called HomeSense that will have “big category and design differences” when compared to HomeGoods.

The first location of this new chain is expected to open by the end of the summer. At this time, McCann is not scheduled to complete any work on the HomeSense brand.

The parent company spent approximately $77 million promoting HomeGoods in the U.S. in both 2015 and 2016, according to Kantar Media. KBS had the business sinceĀ 2009, when it beat out DDB, Energy BBDO and Lowe.

It is unclear why the MDC Partners shop did not participate in this review.