Lowe’s Taps Tribal DDB

NEW YORK Retail giant Lowe’s has named Tribal DDB its lead digital agency, the Omnicom Group shop said.

Tribal will handle all interactive duties, including Web development, online advertising and e-mail marketing, replacing project work handled by other shops, including Interpublic Group’s R/GA. OMD Digital will continue to handle interactive media. Omnicom’s BBDO is Lowe’s general agency.

The assignment goes beyond pure Web creative, and Tribal will work with OMD Digital to optimize creative for ad effectives.

The shop bested undisclosed contenders in a review to add the business. The account win for Tribal’s Chicago office follows a lead agency assignment from shoe retailer Nine West in March.

An R/GA representative said the shop wrapped up its last project for Lowe’s in the middle of last year.

Tribal DDB has already worked on banner ads for Lowe’s, according to a rep, and will break more work in the next two months. The rep declined to say whether the assignment includes an overhaul of Lowes.com, the retailer’s e-commerce site.

The assignment marks the first time Lowe’s has named a lead interactive agency.

The client’s annual spending in digital media was not immediately available.

Lowe’s spends in excess of $450 million annually in U.S. measured media, per Nielsen Monitor-Plus. The Mooresville, N.C.-based client chose BBDO as its lead agency in September 2005 following a review.