Lowe’s Confirms BBDO, OMD Selection

NEW YORK Omnicom Group’s BBDO has won creative chores on Lowe’s advertising account after a review, the client has confirmed.

The agency beat out its sibling TBWA\Chiat\Day, Interpublic Group’s Deutsch and the incumbent, IPG’s McCann Erickson, all in New York.

Omnicom’s OMD will handle media, which will move from IPG’s Universal McCann. OMD, which also partnered with TBWA\C\D, competed against deutschMedia and media incumbent Universal McCann, sources said.

The client spends an estimated $315 million annually on ads.

All the agencies pitched from their offices in New York.

The Mooresville, N.C.-based client heard final presentations last week. Raleigh, N.C., consultancy Hasan + Co. handled the process.

“We are impressed with the smart creative and balanced resources BBDO brings to our business,” said Bob Gfeller, Lowe’s senior vice president of marketing and advertising, in a statement. “As Lowe’s continues to expand into new markets with outstanding stores and a superior shopping experience, it will be more important than ever to communicate the Lowe’s brand in a creative way to inspire customers.”

With $36 billion in sales last year, Lowe’s is the No.2 retail home-improvement chain in the U.S. behind Home Depot, according to Hoover’s Online. It has 1,100 stores in 48 states.

“This is a great opportunity for us to do some great work and to accomplish great things together,” said John Osborn, CEO of BBDO in New York.

The account went into review in May. In June, the client eliminated independent Doner in Southfield, Mich., Omnicom’s Element 79 in Chicago and IPG’s Campbell-Ewald in Warren, Mich.

This story updates an item posted Sept. 12 with client confirmation and additional information.