Home Depot Seeks DM Shop

ATLANTA The Home Depot said it is seeking a new agency to handle its direct marketing business, an account currently held by DDB in Chicago.

Officials at the Atlanta-based home improvement retail chain said they are not conducting a review, but declined further comment beyond a brief statement.

Sources said, however, that several large relationship marketing agencies have already held talks with the client.

“As part of the Home Depot’s innovative marketing and advertising strategy, we are constantly seeking opportunities to maximize the effectiveness of our agency resources,” the company said. “Part of that is to identify agencies whose unique expertise in specific areas will better assist us in reaching our goals.”

The company continued, “While DDB and the Home Depot have mutually agreed not to renew our direct marketing agency of record agreement for 2006, DDB continues to support select business units.”

Omnicom Group’s DDB has handled the account since 2002. The shop in a brief statement echoed the client’s contention that the split was made by mutual consent.

Home Depot spent $465 million in measured media last year, per Nielsen Monitor-Plus. The amount handled by DDB could not immediately be determined.