Home Depot About To Repair Its Marketing

Here in Atlanta, this is a big ‘un. From Adweek:

The Home Depot is contacting consultants as it prepares to review all aspects of its $500 million-plus communications business, including creative, media, PR, digital and multicultural chores, according to sources.

Might be hard for some of you to believe, but Home Depot was once a great company to work for and shop at, and its founders have done wonderful philanthropic things here in Atlanta. And I remember when it only had one store.
Like all the other major Atlanta-based businesses (Delta, Coke, UPS, Georgia-Pacific, Chick fil-A), Home Depot gives its brand advertising account to an out-of-town agency (Richards Group) and throws some digital and below-the-line scraps to some local shops. I wonder if that’s going to continue.

About Dan Goldgeier

Blogging on AdPulp since 2005, Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. In addition, he is a regular columnist for TalentZoo.com. Dan published the best of his TalentZoo.com columns in a book entitled View From The Cheap Seats: A Broader Look at Advertising, Marketing, Branding, Global Politics, Office Politics, Sexual Politics, and Getting Drunk During a Job Interview. Look for it on Amazon in paperback and e-book editions.


  1. Stu Sutcliffe says:

    Home Depot (along with the most of the other Atlanta based corporations you mentioned) is a national brand. Does an Atlanta agency have any more insight into the nation than say a Dallas agency?

  2. No, they don’t have one bit more insight, Stu. Definitely not the agencies around here, that’s for sure. I highly doubt any agency here will be in consideration for the juicy portions of the account.
    But I do think that local agencies would have a more vested interest in seeing the client succeed from a business standpoint, because they (Home Depot) are a big part of the community here.
    I know what you’re hinting at, though. Geographic proximity doesn’t make much difference to clients these days.