Boston-based Digitas will handle online advertising, interactive media planning and buying, and direct marketing.
Direct and new media
"We know that interactive, direct and new media will be important parts of our marketing initiatives for driving retail, and we see identifying an agency with a strong track record of success and expertise in this area as a natural and logical step," said Roger Adams, senior VP-marketing, Home Depot.
The home-improvement retailer split with its direct-marketing agency of record,Omnicom Group's DDB Worldwide, Chicago, in February and opened a search for the business. At the time, Interpublic Group of Cos.' Draft and MRM Worldwide were seeking the business, according to executives familiar with the situation.
Billings on the account were undisclosed.