Home Depot is readying for a review of its Hispanic advertising agency in the next few months, Ad Age reports. Home Depot has been scrutinizing its entire agency roster over the last 18 months, as part of a move to regularly review its agency relationships. New York based Vidal Partnership is the incumbent and has been Home Depot’s Hispanic Advertising Agency since 2004.
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.
Home Depot just moved its digital and CRM accounts to MRM Worldwide, a shop owned by Universal McCann. Digitas was the incumbent on the CRM account, while Engauge was the incumbent on the digital business.