Vidal Lands Home Improvement Chain

DALLAS The Vidal Partnership has picked up the Hispanic advertising account of The Home Depot, the client confirmed.

The company said there was an informal review with “a handful of agencies” including the Hispanic incumbent, Casanova Pendrill Publicidad of Irvine, Calif.

Vidal will focus its efforts on reaching the Atlanta-based retailer’s growing Hispanic market, the client said. The Richards Group in Dallas handles general advertising for the home-improvement chain.

“The Home Depot is committed to being the company of choice for the Hispanic community,” said John Costello, Home Depot’s executive vice president of merchandising and marketing. “As the Hispanic population continues to grow, The Vidal Partnership will be a key member of the team that helps us reach and motivate this important customer segment.”

In addition to advertising in large Hispanic markets, the client’s expanding multicultural marketing efforts include hiring bilingual associates and offering “how-to” clinics and children’s workshops in Spanish. Spanish-language signage and promotions are also displayed in these key markets.

Based in New York, The Vidal Partnership has offices in Atlanta, Miami, Los Angles and Dallas.

Billings are undisclosed. Home Depot spent $487 million and $27 million on general-market and Hispanic advertising, respectively, in 2003, according to Nielsen Monitor-Plus.