Lowe's Cos. puts account in review

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Lowe's Cos., North Wilkesboro, N.C., said put its $100-million account into review, citing its aggressive 1999 expansion plans. The home-improvement retailer sent RFPs to 16 agencies and will pick 5 finalists next week, said Brian Peace, director of public relations. Those 5 shops will be given creative assignments and will be compensated. Incumbent Doner, Southfield, Mich., which has had the account since 1991, will defend. Mr. Peace said Lowe's expects to have a decision in the second quarter. Doner declined comment and referred calls to the client. Lowe's plans to open more than 80 stores and enter the West Coast market. This quarter it expects complete its acquisition of Eagle Hardware & Garden, a Seattle-based chain of 36 stores in 10 Western states. The Eagle business isn't part of the review, but Lowe's is studying how to integrate the stores long term.

Copyright February 1999, Crain Communications Inc.

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