303 MullenLowe has won the account for low-price fashion and home retail chain, TK Maxx. The retailer is planning to launch 35 stores across the east coast of Australia from late April or early May.
The agency has won creative, media, digital and PR duties after a competitive pitch and is now preparing to unveil the launch campaign.
TK Maxx was founded in 1994 and now has more than 3,800 stores in 9 countries. It is owned by TJX and its siblings are Marshalls, Winners, HomeGoods, Homesense and Sierra Trading Post.
In Europe, TK Maxx reinvented itself this time last year, with some wonderfully distinctive work by W+K:
Wieden + Kennedy dream up more ridiculous possibilities for TK Maxx
Wieden + Kennedy: TK Maxx presents the Christmas singalong you didn’t see coming
Richard Morgan, executive creative director at 303 MullenLowe noted, “Globally, TK Maxx has a strong heritage of producing creative campaigns that set a really high benchmark – we’re looking forward to adding to the mix and extending the brand’s journey into Australia.”
Tessa Buenen, assistant vice president – head of marketing TK Maxx Australia commented, “We were impressed with 303 MullenLowe throughout the pitch process. The fully integrated model they demonstrated means we can build a singular strong partnership that’s able to deliver all our needs. It is really exciting to bring this much-loved brand to Australia – it’s going to be a big year.”
Tony Dunseath, managing partner at 303 MullenLowe added, “Launching any brand in a new market is always a privilege, but it’s not every day you get to do it for such a significant international brand. All areas of our business, from creative to media, have been involved and the solution we presented demonstrated the benefits of our multi-disciplined approach.”
TK Maxx was founded in 1994 and now has more than 3,800 stores in 9 countries. It is owned by TJX and its siblings are Marshalls, Winners, HomeGoods, Homesense and Sierra Trading Post.
