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Lowe’s Home Centers has selected three shops to handle its estimated $15 million multicultural account, the client said last week. Omnicom-backed Footsteps Group in New York will take on the African American business; Cultura in Dallas, also Omnicom-backed, will handle Hispanic; and New York independent Admerasia will do Asian work. The shops bested other, undisclosed agencies for the new assignment. The retailer spent $265 million on media last year, according to Nielsen Monitor-Plus. IPG’s McCann-Erickson in New York has general market creative, and Universal McCann handles media buying.
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