The successful shop will support TK Maxx’s internal creative and brand department, which currently runs its advertising.
The brand, which spent £7.6 million on UK media in the year to September 2012 according to Nielsen, is planning to appoint an agency by the end of May as part of a drive to attract customers to its “brands for less” concept, which offers designer and high-street brands for clothing, homeware, gifts and accessories at discounted prices.
TK Maxx has an annual turnover of £2 billion in Europe. It launched in the UK in 1994 and now has more than 250 stores across the country. The retailer’s main markets are the UK, Ireland, Poland and Germany.
The brand is currently airing a TV spot, “Do Your Thing”, in the UK featuring dancers performing in TK Maxx clothing.
The ad aims to celebrate individual style and its soundtrack is a cover of Do Your Thing by Charles Wright & the Watts 103rd Street Rhythm Band.
The retailer’s media planning and buying is handled by WPP’s Mindshare, which is not affected by the review.