DFGW pitched against Quiet Storm, Doner Cardwell Hawkins and Karmarama in the review, which was handled by Creative Brief. The agency will now work with TK Maxx's in-house creative department to develop ideas.
Hugh Cameron, the DFGW joint managing director, said: "TK Maxx is a unique concept. Now it has almost 200 stores nationwide, it is the right time to develop an idea that defines this difference."
TK Maxx's media spend in 2005 was an estimated £3 million. The retailer ran three TV campaigns last year, including two ads in the run-up to Christmas that highlighted its "labels for less" strategy. It also ran print and viral ads.
In December 2004, the chain appointed Naked Communications to develop a strategy for the brand. This aimed to introduce more shoppers to TK Maxx and to make it a household name.
The retailer, owned by the US-based TJX Companies, reported a net sales increase of 19 per cent from £297 million to £356 million for the first six months of 2005. Profits grew by 13 per cent from £5.6 million to £6.3 million.