BBDO Lands Home Depot, Beating Out Leo Burnett, Hill Holiday

Home Depot has appointed BBDO as its U.S. creative agency of record, AdAge reported today. The other agencies vying for this coveted account were reportedly Leo Burnett and Hill Holiday.

“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 to AdAge 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 told AdAge. “BBDO is honored to be putting on that orange apron.”

The appointment marks the culmination of a lengthy review led by consultants Roth Ryan Hayes. The process began last year when Home Depot joined H-E-B, Keurig Dr Pepper, Motel 6 and Salvation Army in cutting ties with The Richards Group, following news of racist remarks by agency founder Stan Richards. Richards had reportedly referred to a campaign as being “too black,” then soon departed the agency he founded 44 years ago in Dallas, as core clients quickly jumped ship.

The appointment follows Home Depot’s selection of Omnicom Media Group’s OMD as U.S. media agency of record in January.