Home improvement retailer names McCann-Erickson to $100m account

- The world's second-largest home improvement retailer, has named McCann-Erickson to its $100 million (£61 million) broadcast advertising account following an extensive review.

- The world's second-largest home improvement retailer, has named McCann-Erickson to its $100 million (£61 million) broadcast advertising account following an extensive review.

McCann-Erickson competed against 16 agencies, including the incumbent of nine years, Donor of Michigan.

The firm will be responsible for developing Lowe's broadcast creative campaigns, strategic planning, and media buying for magazines, radio, television and billboards. McCann-Erickson will also co-ordinate with Lowe's internal print creative staff to ensure consistency between the company's print and broadcast advertising efforts.

Greg Bridgeford, Lowe's senior vice-president of marketing, said: "McCann-Erickson is one of the world's leading advertising agencies and has a client list that includes many of America's most powerful brands and companies. McCann has a solid background in retail and home improvement-related advertising and presented us with a strong creative campaign to support our nation-wide growth plans and new branding and marketing initiatives."

The Lowe's account will be based in McCann-Erickson's New York office, with agency staff also serving the account from offices in Los Angeles, Houston, Tampa, Florida, and North Carolina, where Lowe's is based.

Lowe's has 529 stores. It plans to open more than 80 stores during the coming year, expanding into the West Coast market.





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