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Today, home improvement giant Lowe’s confirmed that it has launched a full creative ad agency review. The news further threatens a significant piece of business for Omnicom, which has handled the account in the U.S. for 12 years.
In a move that marks a significant break from the standard AOR approach, Lowe’s now seeks multiple shops to handle its future campaigns. The Mooresville, N.C.-based business will be managing the review internally.
“As we continue to explore compelling and efficient ways to engage with consumers, we made the decision to evolve our agency business model to one where we can collaborate with a roster of creative agencies,” said a company spokesperson.
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