$315 Mil. Lowe’s Business in Play

NEW YORK Lowe’s has placed its ad account in review and Interpublic Group-owned incumbents McCann Erickson and Universal McCann are defending, an agency representative said.

The client spent $315 million last year on ads, per Nielsen Monitor-Plus.

McCann and its media sibling, Universal McCann, both in New York, handle creative and media buying and planning on the account.

Requests for information have been sent to various undisclosed agencies, the McCann rep said.

McCann has handled the ad business of the home improvement and appliance chain since 1999. Current ads are tagged “Improving home improvement.”

Raleigh, N.C.-based consultancy Hasan + Co. is handling the Lowe’s review, and 14 RFIs were sent out today, sources said.

BBDO, JWT, DDB, TBWA\C\D, Arnold and Deutsch have all received the RFI, sources said. Those agencies were either unavailable or declined comment.

A cut will be made the week of May 23 to six semifinalists; four finalists will be named in early June, with McCann getting an automatic berth in that round, sources said. A decision is expected in July.

One source said creative and media could be split once the review reaches the final round.

Consultant and client officials were not available for comment.