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Motive Communications has picked up two pieces of business this

week: the UK media planning and buying task for the retailer, TK Maxx,

and the global media strategy for Bulgari Parfums.

TK Maxx, the ’labels-for-less’ US clothing chain, was looking for a

new-media partner to work alongside its creative agency, Maher Bird

Associates, as part of a communications drive.

TK Maxx, the European operation of TJX Companies, has 37 stores in the

UK and has scheduled 15 more openings for 1999.

Motive pitched for the business against TK Maxx’s media incumbent, Total

Media, and Manning Gottlieb Media. It will now work on a strategy to

promote TK Maxx’s aggressive expansion plans for the UK market.

According to Deborah Dolce, TK Maxx’s marketing director, the company

was looking for added media value. ’We demand both cost-efficiency and

creativity from our suppliers and Motive showed great knowledge and

understanding of both our market and brand.’

At the same time, Motive will begin work on the media strategy for

Bulgari Parfums’ portfolio of brands around the world, including the

five Bulgari fragrances, Ferragamo and Ungaro.

Iain Jacob, Motive’s international director, said that Motive would work

with Bulgari to develop global media strategies and to introduce those

strategies at a local level.

’Bulgari wanted an insight into how to use media as a business tool and

how to manage that around the world,’ Jacob explained.