A.J. Wright Selects Connelly Partners

BOSTON TJX Cos.’ A.J. Wright stores has selected Connelly Partners here to handle its broadcast creative chores following a review, the client said.

“The brand is filled with possibilities and potential. We can’t wait to get started,” said agency president Steve Connelly.

Pile and Co. in Boston oversaw the search process for the Framingham, Mass.-based company.

Connelly Partners succeeds The Link Agency in Providence, R.I., which worked on the business for six years. Link did not defend.

The agency bested two other finalists: OneSeven in New York and Marc USA in Pittsburgh.

A.J. Wright spent about $100,000 in measured media in each of the last two years, according to Nielsen Monitor-Plus. Sources said ad spending would rise at least into the $1-3 million range this year.

Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in Boston handles A.J. Wright media chores, which were not part of the review.

A.J. Wright launched in 1998, offering apparel, footwear and home fashions at 20-70 percent below prices of other discount chains. There are currently 155 locations, up from about 130 last year. TJX said it believes the U.S. can support more than 1,000 A.J. Wright stores nationwide. A.J. Wright’s net sales rose 22 percent to $651 million last year, compared to $531 million the previous year.