Lowe’s appoints Dentsu Creative as lead agency in the US

Lowe’s has appointed Dentsu Creative as its lead creative agency for the U.S. following a competitive pitch and roughly four-month review, Ad Age has learned. Dentsu Creative wasn’t immediately available for comment. Lowe’s did not immediately respond to a request for comment. See all of Ad Age’s 2024 Agency A-List winners here Last year, Lowe’s spent $880 million on U.S. measured media, an 11% drop from 2022, according to Vivvix, including paid social data from Pathmatics. The retailer has dabbled with multiple shops in recent years, though Deutsch LA has handled the bulk of the brand’s creative business since the agency was brought onto Lowe’s roster in 2020 by Marisa Thalberg, its former chief marketing officer. Prior to that, Lowe’s had shifted its marketing model to include three regional agencies to handle different geographies, following a review. Last spring, Lowe’s worked with Deutsch LA on a campaign highlighting the expertise of Lowe’s staffers. The “Lowe’s Knows” ad positioned the 1,746-unit chain as a friendly source for all home project needs. Lowe’s has employee spotlight boards near the exits at some locations to demonstrate the hard work of its experts. New top marketer Jennifer Wilson, senior VP of enterprise brand and marketing who took over following Thalberg’s 2022 exit, led the “Lowe’s Knows” effort. It’s unclear if Deutsch LA will retain any business with Lowe’s. Deutsch LA wasn’t immediately available for comment. Lowe’s new agency will have to operate against a difficult retail backdrop. Unlike in 2020 at the height of the pandemic, when consumers flocked to home improvement stores to invest in their home offices and living spaces, the current landscape is more challenging for the category. In addition, Lowe’s is lagging behind its chief rival Home Depot. Lowe’s fourth-quarter sales fell 17% to $18.6 billion, with an executive citing a “pullback in DIY spending.” The company expects sales to continue to fall this year. By comparison, Home Depot’s fourth-quarter sales fell 3% to $34.8 billion, and it is expecting 1% sales growth this year. In January, Lowe’s introduced a revamped loyalty program to entice repeat customers. MyLowe’s Rewards will roll out nationwide this month. This is another big win for Dentsu Creative which won lead U.S. creative duties for T-Mobile at the start of the year.

Lowe’s appoints Dentsu Creative as lead agency in the US

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