TK Maxx's account will now move from the incumbent Publicis agency Starcom, which had declined to repitch for the business.
The WPP-owned agency was awarded the business in a final shoot out between independent BLM and Havas-owned Media Planning Group, and was informed of the decision late on Friday night.
The review did not include the regional media account or the online media planning and buying account, which is currently handled by BLM Clilverd, won in February following a pitch against Starcom and Golley Slater.
The discount-fashion retailer plans to increase its digital marketing activity this year to establish the web as a key channel for driving customers instore.
According to Nielsen Media Research, in the past 12 months the company spent just £6,000 on online display media, compared with £5m for TV and £835,000 for press.
The direct marketing budget is £360,000 and the outdoor spend is £106,000, with a small amount of the budget allocated to cinema and radio campaigns.
TK Maxx is still recovering from the customer relations crisis in March, after admitting hackers had stolen the details of 45m credit and debit cards used by its shoppers from its headquarters.
In what has been described as the world's biggest theft of credit card details, TK Maxx's US-based parent company TJX said its systems had been breached over an 18-month period from July 2005 until its discovery in December 2006.
The details were stolen from the TK Maxx UK offices in Watford and from other offices in the US, Puerto Rico and Canada, causing worries for customers in Britain and North America. The details are of credit and debit card transactions reaching as far back as December 2002.
TK Maxx has 210 UK stores and is owned by parent company TJX, which also owns the TJ Maxx, Marshalls and HomeGoods stores in the US and Puerto Rico and the Winners and HomeSense brands in Canada..jpg)
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