Home Depot Looking for Direct Agency

DALLAS — A representative of Home Depot has confirmed that the Atlanta company is searching for a direct marketing agency.

The Richards Group in Dallas handles the main advertising on the estimated $330 million advertising account, but the client said that portion of the account 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. He described the direct-marketing review, whose billings were undisclosed, as being “well under way” and said no further requests for participation will be considered.

A decision is expected in March. The company has not previously done direct marketing and there is no incumbent for that portion of the business, he said. Media buying duties are handled by Initiative Media in Atlanta.

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