Lowe's Companies, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Lowe's Companies, Inc. operates as one of the top home improvement retailers. Lowe's stores carry a wide range of professional and do-it-yourself products in categories ranging from garden and home decorating to plumbing and electrical. The company is headquartered in Mooresville, NC.
|Main Telephone||(704) 758-1000|
|Main Fax||(336) 658-4766|
Lowe's Companies, Inc. ContactsContacts (5/73)
|Marshall C.||Senior Vice President & Chief Risk Officer||NC|
Sample of Associated Brands
|Marci G.||Chief Marketing Officer||NC|
|Robert N.||Chairman & Chief Executive Officer||NC|
|Bob H.||Chief Financial Officer||NC|
|Mike M.||Chief Customer Officer||NC|
|Lowe's Companies, Inc.||*********|
|****'* *********, ***.||*********||multicultural||2003||present|
|****'* *********, ***.||*****||public relations||2004||present|
|****'* *********, ***.||**** *********||AOR - creative||2005||present|
|****'* *********, ***.||***||media buying & planning||2005||present|
|****'* *********, ***.||*** *********||direct marketing||2002||present|
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Lowe's Update: Home improvement chain promotes CMO (Score 69)
Subject: digital, TV, social media, mobile, omni-channel
Update (11/23): Lowe’s has promoted Marci Grebstein to CMO. She most recently served as Lowe’s VP of advertising, where she led US advertising, strategy and marketing operations. She will report to chief customer officer Michael Jones and is replacing Tom Lamb. Grebstein joined Lowe’s this summer having previously served as VP of marketing at Food Lion. Prior to that, she was VP of B2B and e-Commerce at Staples. You can read more about Lowe’s current marketing plans below. Agency readers should keep in mind that a new CMO usually opens up a review down the line, so reach out to Grebstein now as she begins to put her mark on Lowe’s marketing strategy.
Below was originally published 11/19:
Opportunity: In the Q3 earnings call, chief customer officer Michael Jones said Lowe's is “remixing” advertising and marketing spend. This means the company is moving more towards digital and social media and less will be allocated to more traditional advertising vehicles. According to Jones, “our digital footprint is very, very large and we continue to increase it.” Specifically, Lowe's has shifted dollars away from print ads toward digital, which is more cost effective.
Lowe's has also been working to improve its product, service offering and marketing to its Pro business customer and differentiating itself as the project authority. This includes enhancing omnichannel capabilities, transforming the brand from a multichannel offering of in-store, digital, in-home and by-phone to an omnichannel experience where all channels work together. As a part of this omni-hannel strengthening, Lowe's relaunched lowesforpros.com in Q2. Lowe's is also using targeted marketing and Pro-focused events to drive awareness and generate new business.
Omnicom's OMD has handled media buying and planning for Lowe's since 2005, according to The List. Much of Lowe's digital buys are placed programmatically via Accuen, Omnicom's trading desk.
Media Spend: According to Kantar Media Lowe's spent $310.1 million on measured media in 2014 – down slightly from $315.5 million in 2013. Most of this was allocated to broadcast ads ($239.9 million). The remainder went to Hispanic media ($31.7 million), print ads ($16.9 million), display ads ($10.8 million) and radio ($10.5 million).
Digital Breakdown: According to Moat, Lowe's has run 440 display ads on 4,592 published since January (12% mobile). Top ad destinations include hgtv.com, houzz.com, thisoldhouse.com, golfdigest.com and diynetwork.com (41% placed site direct). Lowe's has also run 374 high impacts ads and 77 video ads in 2015.
For the same period 2014, 439 display ads were run on 4,683 publishers (64% of which were placed site direct). While 379 high impact ads were run in 2014, Lowe's ran no video ads.
1000 Lowes Blvd.
Mooresville, NC 28117
Chief Marketing Officer
Vice President, Digital
Director, Social Media