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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

The Home Depot, Inc. Contacts

Contacts (5/89)
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

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 Opps: Home Depot to continue mobile, search investments

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

Company: Home Depot (HD), the largest home improvement retailer in the US.

Opportunity: In the Q1 earnings call, CEO Craig Menear said that, due to recent successes, the company would continue to invest in digital, mobile and search channels.  HD is currently working to further connect its in-store and online experiences, and will also continue to leverage digital marketing capabilities to “more effectively” target customers. All of this continues as the US housing market continues to recover and grow (for both existing and new homes), making consumers more likely to purchase home products (countertops, windows and water heaters had a particularly good Q1 for Home Depot). Look for HD to shift more money away from TV and toward digital, social, mobile and event/sponsorship marketing in the coming year.

Additional Insight

National TV Spend: According to, HD spent $230.6 million on measured media in 2014. The most money was spent to air ads on CBS, ABC, HGTV, NBC and ESPN during programming such as “College Football,” “NFL Football,” “Good Morning America,” “House Hunters International” and “Criminal Minds.” TV spend has been down so far this year, as HD has only spent $50 million (compared with the same period 2014 when spend was $72.1 million).

While strategy doesn’t seem to have changed much (HD still advertises heavily around college football, HGTV and CBS shows), it is interesting to note that the company’s spend on Univision has increased, putting the channel as the third highest for network spend.

Digital Breakdown: Per Moat, Home Depot has run 686 standard display ads on 7,282 publishers so far this year. HD has also run 46 video ads on 666 publishers.  Top ad destinations for HD include lifestyle, reference, food, sports and local paper sites such as,,, and 2015 digital buys have increased significantly in late Apr. continuing through mid-May, which mirrors buys from 2014, which were heaviest in Spring/early summer (home improvement season).

When compared to its largest competitors (Lowe’s, True Value and Ace Hardware), Home Depot carried the largest digital SOV in 2014. Across all publishers, HD’s SOV is 73.9%, while Lowe’s is only 18.5% (across Top 100 publishers, SOV rises to 87.4%).

Native Advertising: According to Gawker.

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.

Agency Relationships: According to The List, 22squared handles social.

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

Trish Mueller 
Chief Marketing Officer
(770) 433-8211

Dave Abbott 
Vice President, Online Marketing
(770) 433-8211

Michael Hibbison 
Vice President, Marketing & Social Media
(770) 433-8211