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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
Primary Address
Post Office Box 1111
North Wilksboro, NC 28656-0001
USA

Lowe's Companies, Inc. Contacts

Contacts (5/72)
Name Title State
Marshall C. Senior Vice President & Chief Risk Officer NC
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (704) 758-1000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 1111
North Wilksboro, NC
28656-0001
USA

Robert N. Chairman & Chief Executive Officer NC
Bob H. Chief Financial Officer NC
Mike M. Chief Customer Officer NC
Jocelyn W. Chief Marketing Officer NC

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Lowe's Companies, Inc. *********

Agency Relationships


Brand Agency Service From To
****'* *********, ***. ********* multicultural 2003 present
****'* *********, ***. ***** public relations 2004 present
****'* *********, ***. **** ********* AOR - creative 2005 present
****'* *********, ***. *** ********* direct marketing 2002 present
****'* *********, ***. ********** *********, ***. multicultural 2003 present

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DailyVista

Q2-Q3 Media Opps: No. 140 Lowe's launches first campaign under new CMO


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

Company: Winmo)

Opportunity: Debuted its first campaign under recently promoted CMO Marci Grebstein  (more BBDO and began airing March 15. It focuses on humor by bringing inanimate objects to life, with the purpose of appealing to both Lowe’s older core customer and millennial first-time home buyers. 

The timing of this push intentionally comes right before March Madness, as Lowe’s has been a sponsor of the NCAA since 2005 and plans to air some of its new work during the basketball tournament. 

Six spots in 15-and-30 second variations are planned, with more commercials to continue through out the year. Therefore, sellers focused on household decision maker millennial audiences should reach out now for ad revenue tied to this campaign.

Agencies – keep in mind that Omnicom sibling OMD, media AOR, and BBDO have been on Lowe’s since 2005, much longer than average AOR tenure (2.5-3 years). So, continue to make introductions and monitor the ROI on this new campaign closely since a review could be on the way once it comes to an end. Grebstein was promoted to CMO, which usually lowers the likelihood of swift roster changes substantially compared to a new CMO hire. But, she’s also only been with Lowe’s for about a year, meaning she should be treated much differently than a company veteran elevated to head decision maker. 

lowes-est-tv-spend-01-01-2016--03-14-2016rgtersgr

Additional Insight

Media Spend: According to Kantar Media, through Q3 2015 Lowe’s allocated a large portion of its total media spend on broadcast, while distributing the rest of the spend among digital, mobile, radio, Hispanic media recap and print. 

lowes-est-tv-spend-01-01-2016--03-14-2016TV Breakdown: Since January, Lowe’s has already spent almost $20 million on national TV, up $5 million compared to the same period last year, iSpot.tv reports. 

Digital Breakdown: So far in 2016, Lowe’s has run 234 standard display ads, 28 high impact and 18 video ads on about 1,000 publishers (12% mobile) 39% of these were placed site-direct versus programmatic, according to Moat.

Publishers were mainly news and entertainment, and top sites included purewow.com, themanual.com, yahoo.com, comcast.net and pandora.com. 

Post Office Box 1111
North Wilksboro, NC 28656-0001
(704) 758-1000
 
Marci Grebstein
Chief Marketing Officer
(704) 758-1000
marci.grebstein@lowes.com

Ashley Arena
Associate Director, Digital Investment – OMD
(212) 590-7100
ashley.arena@omd.com