Now, as vaccines roll out and consumers return to pre-pandemic buying habits in categories such as apparel and travel, people may be less inclined to spend on their homes. New marketing with BBDO will be critical in helping to continue the retailer’s recent sales momentum.
BBDO replaces The Richards Group, with whom Home Depot parted ways in October, after 25 years. The retailer declined to name finalists in the review process; in January, Ad Age reported that the selection had been narrowed down to BBDO and Leo Burnett.
BBDO, which has an office in Atlanta, recently won AARP’s creative account.
“The Home Depot is a remarkable company, an extraordinary business, and one of America’s most iconic brands,” said Andrew Robertson, president and CEO of BBDO Worldwide, in a statement. “Being given the chance to help tell its story is true privilege,” he added, noting the honor of donning the trademark orange apron.
Earlier this year, Home Depot appointed OMD its media agency of record.
Home Depot spent $1.1 billion on advertising for the year ended Feb. 2020, a 3% increase over the prior year, according to Ad Age’s Datacenter, which ranks the chain as the 43rd largest advertiser in the U.S.