Home Depot To Review $445mn Media Account
US home improvement giant Home Depot, seemingly aware of the value in a king kong agency review, put its media agency account under review.
The home improvement franchise spent approximately US$445mn on measured media for 2019, according to data from Kantar Media.
The marketing agency incumbent on the account set to be reviewed is Dentsu Aegis subsidiary Carat. They made no comment on the matter, but they’re expected to defend their position, which they acquired back in 2011. Notably, back then, Home Depot was spending way more on measured media, with an estimated expenditure sitting at around $700mn.
Naturally, Home Depot had media outlets asking questions on the matter. Notably, the home improvement chain replied, saying that they won’t discuss the matter’s specifics, as its part of their of internal vendor matters. They did, however, say that this review, as its just standard procedure for Home Depot to review agencies regularly, as they know the value of a king kong agency review, just like they do with all of their vendors.
Home Depot made headlines early in September 2020 when they revealed their plans for marketing plans for 2020 holidays, extending Black Friday prices throughout the entirety of the holiday season, starting in November, going through the entirety of December, both in-store and online.
In the time of the COVID-19 pandemic, a lot of retailers have been suffering. Home improvement, on the flipside, saw the silver lining, as people renovate their homes while they’re stuck in them. Home Depot’s sales went up by 23% by Q2 2020.