House2Home Media to Palisades

House2Home, the home-decorating reincarnation of home-improvement chain HomeBase, has awarded its media planning and buying business to Palisades Media Group without a review.

Carat in Los Angeles was the eight-year incumbent. HomeBase spent just under $14 million in 2000, per Competitive Media Reporting.

The client declined to give a reason for the switch to Palisades in Santa Monica, Calif. A source said the retailer’s dramatically changed product line, brand identity and marketing focus played a role. “Palisades could best service their needs with the new brand,” said the source.

Palisades is one of the largest independent media agencies in Southern California. The 6-year-old shop specializes in entertainment and retail and has an estimated $250 million in billings from such clients as Miramax Studios, EA Sports, Virgin Megastores and the Hollywood Bowl.

Though it was once among the five largest home-improvement chains in the U.S., HomeBase shuttered more than 40 stores in the past year and began reinventing itself as a home-decorating specialty retailer.

The Irvine, Calif.-based advertiser plans to open a little over 40 House2Home outlets. It currently operates 22 stores in the West.

Last month, House2Home launched a broadcast and print campaign from Hyperbole Communications, Santa Monica, Calif., tagged “The incredible home decorating superstore” [Adweek, May 21].