HOME DEPOT, DISNEY DO $100 MILLION UPFRONT DEAL

Cross-Platform Pact Includes Network and Cable Ad Campaigns

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LOS ANGELES (AdAge.com) -- The Home Depot hammered out one of the first major deals of the upfront race by signing a multimillion-dollar three-year cross-platform deal with the Walt Disney Co.

Executives close to the companies said the deal will mean $100 million in paid advertising for Disney.

The retailer, which said the Disney deal is one of the the largest deals of its kind in its history, will buy media across Disney properties ABC Television Network, ESPN and Lifetime.

'Disney Paint Program'
Home Depot and Disney also plan to develop a line of products called "The Disney Paint Program," an exclusive room-decorating program featuring a line of

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Disney-branded children's paint. The program will launch next January. Disney will also purchase Home Depot products for its operations.

Disney's ABC Unlimited, the network's integrated sales and marketing unit, put together the deal.

Home Depot marketing chief
Separately, Home Depot has yet to make a decision on its review for its direct marketing account or name a top marketing executive to succeed Dick Sullivan, the retailer's senior vice president of marketing who left earlier this year.

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