Home Depot Names BBDO as US Creative Agency of Record

Omnicom now handles both creative and media for the client

Home Depot appointed BBDO as its U.S. creative agency of record, consolidating its creative and media accounts in the U.S. with Omnicom. The appointment follows Home Depot’s selection of Omnicom Media Group’s OMD as U.S. media agency of record in January. Home Depot highlighted the benefits of consolidating with one holding company in a statement confirming the selection.

We’re thrilled about our new partnership with BBDO. They do a fantastic job of combining art and science throughout the creative process, which with our new shared relationship with OMD, will create great synergy in our strategy, Home Depot spokesperson Yanique Woodall said in a statement. This relationship reflects our internal team’s partnership to create new and exciting customer experiences together. The Home Depot is a remarkable company, an extraordinary business and one of America’s most iconic brands. Being given the chance to help tell its story is true privilege, BBDO Worldwide president, CEO Andrew Robertson added. BBDO is honored to be putting on that orange apron.

The appointment concludes a creative review led by search consultancy Roth Ryan Hayes last year when Home Depot was among a number of clients that cut ties with The Richards Group, following news of racist remarks by agency founder Stan Richards. Hill Holliday and Leo Burnett were the other finalists in the review process, according to sources with knowledge of the account. The final decision came down to BBDO and Hill Holliday. Both Hill Holliday and Roth Ryan Hayes declined to comment. The first creative work from BBDO is anticipated some time this summer or early fall, according to sources with knowledge of the account. Home Depot spent around $202 million on media in the U.S. last year, according to data consultancy COMvergence. Business boomed for the home improvement chain last year, with sales up nearly 20% for 2020 compared to 2019, and year-over-year sales increase of around 25% for the fourth quarter.