Direct Marketer Is On Most-Wanted List At Home Depot

Home Depot confirmed last week that it is searching for a direct marketing agency.

The Richards Group in Dallas handles the primary advertising on the estimated $330 million account. The client said that portion of the business is unaffected.

“[The larger account] is not up for review, and none of our media partners is up for review,” said Home Depot representative Jerry Shields.

Atlanta-based Home Depot has not previously done direct marketing and there is no incumbent for that discipline, Shields said.

Media buying duties are handled by Initiative Media in Atlanta.

Shields described the agency search as “well under way,” with a decision expected in March.