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NEW YORK The Home Depot, in the early stages of a review of creative duties on its ad account, finds itself at a crossroads.
The retailer, which spends nearly $600 million annually in major measured media, has high brand awareness and is unquestionably the leader in the home improvement category. Still, the company — whose current lead creative agency is independent The Richards Group in Dallas — feels that it has lost some of its competitive edge to rivals like Lowe’s and needs to better understand the mind-set of its core consumers, according to a request for proposals issued by search consultancy Select Resources International.
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