Media Strength Cited in Victory Over TBWA/C/D
NEW YORK–McCann-Erickson on Friday was awarded the $100 million account for Lowe’s Cos., beating out TBWA/Chiat/Day for the world’s second-largest home-improvement retailer.
Dave Tyler, vice president of advertising at Lowe’s, said he was impressed with McCann’s strategic planning process and its breadth of services in Web and ethnic marketing and public relations. “From a media buying standpoint, they’re a real powerhouse,” Tyler said. “They impressed us with their [spot buying] and their ability for network buying in the future, which is becoming increasingly important to us.”
Don Dillon, president of McCann-Erickson North America, said the client also praised the chemistry within the pitch team. “This is a group of people who works well together,” said Dillon.
TBWA/C/D in Playa del Rey, Calif., was the only other finalist in a review that began with 16 shops, including incumbent Doner of Southfield, Mich.
McCann will handle broadcast creative campaigns, strategic planning and media buying for magazines, radio, TV and billboards.
Early on, Lowe’s was impressed by McCann’s work for clients such as MasterCard, Black & Decker, Lucent Technologies, Motorola and Gateway, Dillon said.
“Lowe’s needs to build traffic in the stores but also needs a branding initiative,” said Nina DiSesa, chairman and chief creative officer of McCann in New York. The pitch was led by chief operating officer Eric Keshin, along with Dillon and DiSesa. Deputy creative director Joyce King-Thomas, who co-wrote the “Priceless” campaign for MasterCard, will be heading up creative.
Founded 52 years ago, Lowe’s has 529 stores located in 37 states and employs 70,000 people.