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The Home Depot, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Headquartered in Atlanta, GA, The Home Depot, Inc. is one of the world's largest and most recognized home improvement chains. Home Depot stores are found in North America, Puerto Rico, and St. Thomas; the company also operates EXPO Design Centers, Home Depot Landscape Supply locations, and The Home Depot Floor Stores. In addition to selling products, the company offers consumers home improvement services such as equipment rental, design consulting, workshops, and more.

Main Telephone (770) 433-8211
Main Fax (800) 654-0658
Primary Address
2455 Paces Ferry Road Southeast
Atlanta, GA 30339-4024
USA

The Home Depot, Inc. Contacts

Contacts (5/90)
Name Title State
Craig M. Chief Executive Officer GA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (770) 433-8211
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 2455 Paces Ferry Road Southeast
Atlanta, GA
30339-4024
USA

Carol T. Executive Vice President, Corporate Services & Chief Financial Officer GA
Matt C. Executive Vice President & Chief Information Officer GA
Kevin H. President, Online Operations & Chief Marketing Officer GA
Aaron F. President - Western Division Division NJ

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Expo Design Center *
The Home Depot, Inc. *********
Martha Stewart Living Paint *
Home Decorators Collection *
Glacier Bay ********

Agency Relationships


Brand Agency Service From To
******* *** ****** ****** ******** creative unknown present
****** ******* ****** ***** ***** media buying & planning unknown present
*** **** *****, ***. ********* ***. AOR - social 2014 present
*** **** *****, ***. ***** digital 2013 present
*** **** *****, ***. ********* ***. AOR - social 2014 present

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Digital, Mobile Opps: Home Depot increasing digital activity


Subject: digital, social media, mobile, search, TV, event, sponsorship

Company: Winmo), the largest home improvement retailer in the US.

Opportunity: Last year, we told you about HD’s intention to increase mobile and search efforts (more here). To reiterate this point, SVP and President of Online Kevin Hofman said the company was “investing in a heavy way, in not traditional media, but new digital media.” During the Raymond James Investor Conference this week, Hofman also said HD was looking to be a leader when it comes to “natural search, page search, social advertising” and that HD is “very focused” on making sure it is “omnipresent wherever the customer is looking, wherever the customer is starting their shopping journey.”

To this end, HD will spend more on digital marketing in 2016 than they will on traditional “old school” marketing.  Besides seeking last minute dollars tied to the core Q2-Q3 home improvement period, focus your pitch on key ad spending periods like Memorial Day, Father’s Day, 4th of July and Labor Day. 

According to The List, Richards Group is creative AOR 

Additional Information

Media Spend: Kantar Media reports that HD spent $401.8 million on measured media in 2014. A little over half of this was allocated to broadcast ads ($226.5 million). The remainder was spent as follows: print ($37.1 million), display ($31.6 million), radio ($71.4 million) and search ($28.4 million).

National TV Spend: Per iSpot, HD spent $133.8 million on national TV ads in 2015 – down from $148.9 million in 2014. See charts for 2015 channel/show targeting. Sellers should note that while HD says they are spending more in digital, the company has spent $14.2 million on national ads so far in 2016, basically flat to the same period 2015 (but deceased from the $18.8 million spent for that period in 2014). For 2014 and 2015, HD ran the most TV ads in November.

the-home-depot-est-tv-spend-01-01-2015--12-31-2015

Digital Breakdown: In 2015, HD ran 2,118 display ads on over 10K publishers (17% mobile). Top ad destinations included marthastewart.com, diynetwork.com, hgtv.com, realsimple.com and thisoldhouse.com (20% placed site direct versus programmatic). HD also ran 3,755 high impact and 218 video ads last year.

For comparison, in 2014 2,221 display and 1,918 high impact ads were run on 7,491 publishers (20% mobile; 49% site direct versus programmatic). 

Most of HD’s display ads are run on news, hobbies/interest and home/garden sites and the company’s presence since 2014 has been the highest in Q2/Q3.

Sponsorships: According to IEG, Home Depot spends between $30 – $35 million on sponsorships annually.  Sponsorships include ESPN's College Game, Major League Soccer, the Mexican National Soccer Team, the Chick-Fil-A Bowl, the San Antonio Spurs, Memphis Grizzlies, LA Kings and the Staples Center, as well as Atlanta-based sponsorships such as the Atlanta Braves, Atlanta Hawks, Philips Arena and the Georgia Aquarium.

Winmo)
2455 Paces Ferry Rd. SE
Atlanta, GA 30339
(770) 433-8211

Trish Mueller 
Chief Marketing Officer & Senior Vice President
(770) 433-8211
trish_mueller@homedepot.com

Dave Abbott 
Vice President, Online Marketing & Integrated Media
(770) 433-8211
dave_abbott@homedepot.com