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McCann New York | Agency Profile, Contacts, AOR, Client Relationships




Service: full service

Main Telephone
(646) 865-2000
Primary Address
622 Third Avenue
New York, NY 10017-2703
USA

McCann New York Contacts

Contacts (5/174)
Name Title State
WeiWei D. Executive Vice President & Deputy Chief Creative Officer NY
Sample of Related Brands
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Email: *****@*******.***
Main Phone: (646) 865-2000
Direct Phone: *** **** ***   ext: ****
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 622 Third Avenue

New York, NY
10017-2703
USA

Tom M. Chief Creative Officer NY
Kevin S. Chief Financial Officer NY
Isaac S. Deputy Chief Creative Officer NY
Pierre L. Co-Chief Coordinating Officer NY

Client Relationships


Brand Service From To Media Spend
*** ****** ******* Creative, Digital 2019 present *
*** ******* *****/********* ********* Creative, Digital 2019 present *
*** ****** ******** ********* Creative, Digital 2019 present *
*** ******** ********, ***. Creative, Digital 2019 present ********
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WinmoEdge

Agency & Martech Opps: TJ Maxx begins creative review amid increasing spend


In a move that will end its 12-year relationship with Grey, TJ Maxx (TJM) is in search of a new agency to handle its $62m advertising account. The company has, as of yet, released no information regarding whether Grey is defending the account; it also hasn't released details about which agencies are pitching.

WPP, Grey's holding company, will continue handling the media buying and planning for all McCann New York respectively handle the advertising for Marshalls and HomeGoods. TJX has reportedly started boucing back from coronavirus-related struggles, which will give its leaders the freedom to invest more in marketing. In Q1 2021, TJX's revenue rose 129% YOY to $10.09b.

The fact that TJX is so clearly focused on TJM right now (judging by the fact that this is the brand for which it's seeking a new creative partner) also signals that the company will promote TJM with higher spend as it continues making its comeback.

According to iSpot, TJM hasn't utilized national TV since H1 2020, when around $5.2m targeted a largely female audience through shows such as The Bachelor, This Is Us, America's Got Talent, Survivor and Young Sheldon.

So far this year, Pathmatics reports that this particular brand has spent roughly $9.5m on digital ads, already 32% more than the roughly $7.2m it spent in all of 2020. Despite the pandemic's negative effect on TJM's business, the brand's estimated full-year 2020 spend ($7.2m) marked a 22% increase from that of $5.9m in 2019. The brand has earned ~1b digital impressions YTD via Instagram (45%), desktop video (39%), Facebook (12%) and mobile video (4%) ads. 79% of this year's desktop video ads have been placed site direct, primarily onto site destinations such as youtube.com (40%), delish.com, hulu.com, goodhousekeeping.com and countryliving.com.

As you can tell by this shift from TV toward digital, TJM's historically mom-oriented target audience currently skews strongly toward Gen-Z and millennials. Remember, the brand also invests in Hulu ads. Per Kantar, TJM additionally utilizes radio, OOH and local broadcast. It holds planning conversations in Q2 and buying conversations in Q1.

Agency & martech readers - Creative shops should reach out soon to offer their services, and those able to offer other kinds of support should keep TJM on their radar for brand-specific work after this review concludes. The upcoming agency hire, as I briefly mentioned, may replace the brand's current creative AOR, Grey. To summarize the aforementioned additional AOR partnerships, TJX's roster also includes Mindshare (media AOR for all brands), Leo Burnett (creative AOR for Marshalls) and McCann NY (creative AOR for HomeGoods).