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The Home Depot said it has kicked off an estimated $580 million media review.
Four incumbents are defending Home Depot assignments, according to a Home Depot rep. The incumbents are:
— Interpublic Group’s Initiative, which handles most of the client’s traditional buying and planning and is believed to also be pitching digital chores.
— Publicis Groupe’s Digitas, the digital media incumbent, which is defending that assignment, with, per sources, help from sibling Starcom.
— Independent Response Mine Interactive, which handles search ads.
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