NEW YORK (AdAge.com) -- Tribal DDB has been named digital agency of record for Lowe's Cos., according to the agency. The Omnicom Group agency's Chicago office will develop and implement all e-marketing initiatives for the home-improvement retailer.
Bested three Omnicom siblings
The marketer had previously worked on a project basis with Interpublic Group of Cos.' R/GA. People familiar with the account said Tribal DDB won in a review against three other Omincom agencies, Organic, Atmosphere BBDO and EVB. Microsoft's newly acquired Razorfish was also a finalist. Publicis Groupe's Modem Media earlier had dropped out of the pitch.
The account shift means that the retailer's $460 million in media spending will be housed completely within Omnicom. BBDO currently handles all creative work and OMD handles media planning and buying.
According to the agency, Tribal DDB will also be responsible for tracking effectiveness and optimizing strategic insights for the company, which had $49.6 billion in sales in 2006.
Calls to Lowe's, Organic and Modem were not returned by press time.