Home Depot is moving its Hispanic account from the Vidal Partnership to Dallas based Richards Group, AdAge reports. The Richards Group, which manages many accounts that are very active in the Hispanic market including Metro PCS, has a Hispanic unit called Richard/Lerma. Richards/Lerma will be working together with Initiative/Identity who will handle media planning and buying.
New York based Vidal Partnership was Home Depot’s Hispanic Agency of Record for the last six years.
The Richards Group works with Home Depot for the general market.
A top 35 Hispanic Market Advertiser, according to TNS Media Intelligence, Home Depot spent $37.5 million in 2008 in Hispanic Advertising. Overall expenditures were $480 million in measured media in 2008.