GCI Nails Lowe’s PR

BOSTON Lowe’s Companies has selected Grey Global Group’s GCI Group as its lead public relations agency, the client confirmed.

“We went through a pretty rigorous selection process,” said company representative Chris Ahern, who would not disclose the other finalists. “GCI best suited the needs of our organization. They are a very talented and knowledgeable group of people who demonstrated great passion for our business.”

Incumbent Golin/Harris International, the Interpublic Group shop in Chicago that had worked with Lowe’s for five years, was invited, but declined to participate in the review, the client said [Adweek Online, Dec. 14, 2004].

GCI Group in New York is charged with corporate and marketing PR and community relations. The client declined to disclosed the budget.

Last year, Morseville, N.C.-based Lowe’s spent about $300 million on advertising, per Nielsen Monistor-Plus.

Lowe’s is the No. 2 U.S. home improvement products and supplies store behind Home Depot, according to Hoover’s Online. The chain operates more than 930 retail locations in 45 states.