Home Depot looking for the cheapest ad agency
December 2, 2008
Our friend at B|Net, Jim Edwards has this take on the Home Depot review. “So, just as with Pepsi, we can assume that the agency that offers the cheapest, most cost-effective bill of fare will have an advantage in this review. Which agency might that be? It’s impossible to say, but let’s do a little thought experiment.”
The Richards Group in Dallas (independent and the incumbent), Omnicom’s GSD&M Idea City in Austin, Texas; Interpublic’s Hill, Holliday, Connors, Cosmopulos in Boston; and WPP Group’s JWT in New York are all in the pitch for the $580 million dollar account (something that appears will be changed as the economy continues to deteriorate).
A perfect question that might be asked during this time? Why does it take a massive recession to epic proportions in order to do something they should of been doing since day one…. look at ROI?
It’s a solid common sense approach that Home Depot needs to take, and honestly if I were them I would be re-launching the review. The reason is simply the economy has taken such a downturn from the day the review was initiated till today that it’s most likely much of the initial conditions have changed.
They need to cut their budget down to internet sized until people start buying and remodeling homes again… and you don’t need a BDA to do that.. they’re terrible at online marketing with a budget of only a fraction of the $580 million they they could be running an effective online campaign, but it appears they would rather spend big money on a campaign while they are losing their shirts with the great recession.
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