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Home Depot has awarded media duties to incumbent Initiative after a review, the retailer has confirmed.
Home Depot spent nearly $600 million last year on U.S. ads (not including online efforts), according to Nielsen.
Interpublic Group’s Initiative, which had handled most of the traditional media chores on the account, also added digital duties to its assignment. Those chores had been handled by incumbent Publicis Groupe’s Digitas, which defended.
Other contenders were Mindshare, Carat and Zenith Optimedia.
Sources said Initiative’s winning pitch was led by Dennis Donlin, the former president of GM Planworks.
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