Home Depot Opens Review for Media Business

All Four Current Agencies Will Compete, With Decision to Come in Spring

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NEW YORK (AdAge.com) -- The Home Depot has officially launched a review for its $580 million media account.

Jean Niemi, spokeswoman for Home Depot, said all four of the retailer's incumbent agencies will be defending their portions of the media business, including Interpublic Group of Cos.' Initiative (main media-planning and -buying), NSA/IMS (newspaper), ResponseMine (search) and Publicis Groupe's Digitas (online media planning and buying).

Ms. Niemi would not discuss what other agencies were taking part, but executives said WPP's MindShare was throwing its hat into the ring. MindShare had no comment and referred all calls to Home Depot.

Decision in the spring
Ms. Niemi said she expects a decision on the review, which is being handled by Select Resources International, to be made sometime in the spring. She added that all Home Depot's spring marketing efforts will be handled by the incumbents.

Last month Home Depot awarded its $600 million creative account to Richards Group.

The home-improvement retailer spent $577 million on domestic measured media in 2007, according to TNS Media Intelligence, and more than $380 million in the first nine months of this year. The big-box retailer operates over 2,000 stores in 50 states, as well as in Canada, Mexico, China and elsewhere.

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