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Cultura to Handle Lowe's Hispanic Ads

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ATLANTA Lowe's Home Centers has divided its multicultural account among three agencies, the client confirmed.

The shops on the estimated $15 million account are Omnicom-backed shops Footsteps Group in New York and Cultura in Dallas and independent Admerasia in New York. The agencies handle African American, Hispanic, and Asian work, respectively.

Lowe's Cos., the No. 2 home improvement chain, began searching nationwide for a multicultural agency in October. The move to target ethnic minorities is the North Wilkesboro, N.C., retailer's first multicultural effort.

Lowe's spent $265 million on media last year, according to Nielsen Monitor-Plus, via Universal McCann in New York. Creative is handled by McCann-Erickson, also in New York.

Lockman-Brooks Marketing Services in Charlotte, N.C., handled the review.