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NEW YORK Retail giant Lowe’s has named Tribal DDB its lead digital agency, the Omnicom Group shop said.
Tribal will handle all interactive duties, including Web development, online advertising and e-mail marketing, replacing project work handled by other shops, including Interpublic Group’s R/GA. OMD Digital will continue to handle interactive media. Omnicom’s BBDO is Lowe’s general agency.
The assignment goes beyond pure Web creative, and Tribal will work with OMD Digital to optimize creative for ad effectives.
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