DALLAS – The Richards Group, which won Home Depot in July, launches its first campaign for the Atlanta-based client today in an increasingly competitive market. Just two weeks before the service-oriented campaign was scheduled to break, Wilkesboro, N.C.-based Lowe’s Cos. announced the rollout of its transformation from a chain of small stores to a chain of large warehouses with locations in some Southeast and Midwest markets, gearing for direct competition with Home Depot. The Home Improvement Research Institute predicts that the $106-billion industry will grow by another $10 billion by the end of the year.
Copyright Adweek L.P. (1993)
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