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Media Strength Cited in Victory Over TBWA/C/D
NEW YORK–McCann-Erickson on Friday was awarded the $100 million account for Lowe’s Cos., beating out TBWA/Chiat/Day for the world’s second-largest home-improvement retailer.
Dave Tyler, vice president of advertising at Lowe’s, said he was impressed with McCann’s strategic planning process and its breadth of services in Web and ethnic marketing and public relations. “From a media buying standpoint, they’re a real powerhouse,” Tyler said. “They impressed us with their [spot buying] and their ability for network buying in the future, which is becoming increasingly important to us.”
Don Dillon, president of McCann-Erickson North America, said the client also praised the chemistry within the pitch team.
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