Hill Adds Bob’s Media as Creative Search Continues

BOSTON TJX’s Bob’s Stores has assigned media duties on its ad account to roster shop Hill, Holliday, Connors, Cosmopulos as the review for the chain’s creative chores continues, said a representative of Pile and Co., the consultancy overseeing the search process.

The chain spends an estimated $5 million annually on ads. Media was moved to Hill, Holliday without a review.

Framingham, Mass.-based TJX acquired Bob’s in December for $60 million. A review for creative began several weeks ago [Adweek Online, Feb. 3].

Boston-based independent Clarke Goward crafted Bob’s last TV campaign. Those spots introduced “Tom Donahue,” a fictitious senior buyer for the retail chain. The lighthearted vignettes were designed to educate the adult male target about the Meriden, Conn.-based company’s value pricing and brand name merchandise.

Along with Boston’s Hill, Holliday (which works on both Marshalls and T.J. Maxx), other TJX roster agencies include Mullen in Wenham, Mass., and Gotham in New York. All are units of the Interpublic Group.
Bob’s Stores has 36 locations in New England, New York and New Jersey.