Retailer Names Dieste a Finalist

Two finalists have been designated in the review for the Hispanic advertising accounts of TJX Cos. retail chains T.J. Maxx and Marshalls.

Del Rivero Messianu DDB in Coral Gables, Fla., and Dieste & Partners of Dallas emerged from a field of about a half-dozen undisclosed contenders. The two agencies are being considered as successors to Publicis Sanchez & Levitan in Miami, according to client representative Karen Coppola.

PS&L, which handled the assignments for the past three years, did not participate in the review. A decision is expected next month, and there is a chance the account may be split between the two shops.

The budget was not disclosed, but sources pegged combined T.J. Maxx and Marshalls Latino spending in the $5-6 million range, divided evenly between the two chains.

Previously, the Framingham, Mass.-based client had disclosed only that the Marshalls portion of the business was in play [Adweek, April 2].

Hill, Holliday, Connors, Cosmopulos in Boston is the lead advertising agency for Marshalls and handles media buying for T.J. Maxx.

Mullen/LHC in Winston-Salem, N.C., handles creative chores and media planning for T.J. Maxx. Last week the agency confirmed hiring Beth Kosuk as senior vice president and group creative director on the account. The appointment came just a few days after the agency cut its workforce by 20 percent.

T.J. Maxx and Marshalls operate nearly 1,000 stores in 40 states and Puerto Rico.