Lowe’s Starts Search for Multicultural Shop

ATLANTA Lowe’s Home Centers has begun a search for a multicultural agency, the client confirmed.

The home improvement chain issued requests for proposals earlier this month that were due Oct. 10.

Lockman-Brooks Marketing Services in Charlotte, N.C., is managing the search.

According to a representative for the North Wilkesboro, N.C., client, agencies with ties to “obvious competitors” such as Home Depot and Ace Hardware have not been invited to participate.

Lowe’s spent $265 million on media last year, per Nielsen Monitor-Plus, via Universal McCann in New York. Billings for the new multicultural effort are undisclosed.

Creative is handled by McCann-Erickson in New York.

Competitor Home Depot in Atlanta spent $382 million on advertising in 2002, according to Nielsen Monitor-Plus. Its Hispanic-only effort in 2002 amounted to $18 million, per Hispanic Business Magazine.