AdNews' Lindsay Bennett looks at the media strategy by TK Maxx ahead of its Australian launch
303 MullenLowe has won the creative and media account for TK Maxx, following a competitive pitch, as the discount department store prepares to launch 35 stores in Australia.
The retail giant, which has more than 500 stores across Europe, is set to take on the likes of H&M, Zara and Topshop, as well as disrupt big players including David Jones and Myer.
TK Maxx head of marketing Tess Buenan credits 303 MullenLowe for creating a "singular strong partnership", with the ability to work across the brand's media, creative, digital and PR pillars.
“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," Buenan said.
303 MullenLowe managing partner Tony Dunseath said it’s a privilege to launch a brand in a new market.
“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," he said.
303MullenLowe ECD Richard Morgan said the latest project will set a new benchmark in local retail campaigns.
“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.”