GT to handle digital TK Maxx business

LONDON - GT is poised to win the pan-European digital advertising account for the high-street retailer TK Maxx.

TK Maxx...GT poised to win digital
TK Maxx...GT poised to win digital

TJX Europe, the owner of the discount clothing retailer, called a pitch for the digital account in July. 

TK Maxx had no incumbent digital creative agency in place, but had previously worked with Quantum Maze. Four agencies, including GT, pitched for the business. 

It is understood that GT will redesign the brand's website, following the UK launch of TJX Europe's discount homeware stores, HomeSense, in June. TK Maxx currently operates in the UK, Ireland and Germany.

The agency will also redefine the brand's digital marketing strategy and create content to improve its engagement with consumers.

The pitch follows last week's appointment of TK Maxx's new vice-president of marketing, Julian Baker.

Baker, who will join TK Maxx in early 2009, is currently the marketing and business development director of Ann Summers.

TK Maxx handles most of its above-the-line advertising campaigns in-house.

TK Maxx has requested the following amendment to this story:

Helen Gunter, the manager of communications for TJX Europe, said: "Following the recent pitch, this contract will not be awarded to GT."

Gunter added that TK Maxx has an incumbent agency for its digital advertising, Golley Slater.