Dwelling Depot has simply concluded a U.S. media evaluate, selecting OMD as its media AOR for conventional and digital media, each firms confirmed on Thursday.
The house enchancment retailer has additionally narrowed down the businesses on its artistic pitch roster to BBDO and Leo Burnett. The evaluate has not but concluded. Leo Burnett and BBDO declined to remark.
Dwelling Depot declined to touch upon the continuing artistic evaluate. The corporate spends $445 million on media within the U.S. yearly, in line with Kantar, and its whole promoting account totals $1.1 billion, per AdAge.
“This can be a case of whole alignment between the wants of a contemporary marketer and the capabilities of a contemporary media company,” stated OMD CEO John Osborn in an announcement, including that expertise and the Omnicom inside analytics platform, Omni, performed a job within the win.
“We’re enthusiastic about our new partnership with OMD and we’re wanting ahead to working with their workforce,” a Dwelling Depot spokesperson stated.
Dwelling Depot launched the media evaluate in June, and shortly adopted with a artistic evaluate introduced in October, run by pitch advisor Roth Ryan Hayes.
Carat was the incumbent on the media enterprise since 2011, and defended the pitch. UM was additionally reportedly within the operating. Each declined to remark.
“Carat has been a improbable accomplice they usually have unimaginable individuals, which made this a tricky choice,” the Dwelling Depot spokesperson stated. “As we reviewed the entire businesses, we simply felt this was the fitting match for our enterprise transferring ahead. We admire Carat’s help through the years.”
The evaluate is concentrated on “total advertising and artistic technique, thought management, artistic execution and ongoing marketing campaign improvement and optimization,” in line with RFI paperwork obtained by AdAge in November.
The account additionally consists of digital and social artistic, manufacturing, comms planning, influencer advertising and Gen Z particular executions, and asks businesses to make use of knowledge and analytics to comprehend efficiencies.
Whereas some retailers have struggled through the pandemic, Dwelling Depot’s gross sales elevated 23% in Q3 to $33.5 billion as individuals took up residence enchancment initiatives through the pandemic.
This story has been up to date with an announcement from Dwelling Depot.
The artistic evaluate got here after Dwelling Depot fired The Richards Group, its company for 25 years, in gentle of founder Stan Richards’ racist feedback final fall.