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22squared Inc. | Agency Profile, Contacts, AOR, Client Relationships




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Main Telephone (404) 347-8700
Main Fax (404) 347-8800
Primary Address
1170 Peachtree Street, Northeast
Suite 1400
Atlanta, GA 30309
USA

22squared Inc. Contacts

Contacts (5/54)
Name Title State
Richard W. Chairman & Chief Executive Officer GA
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (404) 347-8700
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1170 Peachtree Street, Northeast
Suite 1400
Atlanta, GA
30309
USA

Mike G. Chief Administrative Officer & Executive Vice President GA
John S. Executive Vice President & Chief Creative Officer GA
Brandon M. President GA
Cheryl D. Executive Vice President & Chief Financial Officer GA

Client Relationships


Brand Service From To Media Spend
********* ****** ****** Creative, Digital, Media Buying, Media Planning 2016 present *
******-******* Creative, Media Buying, Media Planning 2010 present *******
******** ********* media buying & planning 2013 present *******
*********, ***. Creative, Digital, Media Buying, Media Planning 2015 present *
*** **** ********** Creative, Digital, Media Buying, Media Planning 2013 present *

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WinmoEdge

Q2, Q4 Media Opps: Home Depot shifting more spend to digital, not backing down from TV


During the recent institutional investors conference, here). He added that about 55-60% of all of HD's marketing is deployed in the "new media or digital world." This does not mean, however, that HD is abandoning TV; in fact Hofman said "we still do a ton" of TV. Additionally, the company still "does a ton" of traditional radio and Hofman believes there is still a place in HD's strategy for print advertising.

When speaking about HD's marketing strategy, Hofman mentioned that the company has reacted to changing customer behavior, where everybody is spending more time on a mobile screen (even when at home watching TV). Therefore, the home improvement retailer has "dramatically" changed its marketing habits. In digital, HD manages over 18 million different keyword combinations and is active on social media.

HD also does a lot of retargeting and is "constantly looking" for ways to make its marketing and advertising more personal and more location aware. Lastly, HD is also investing heavily in mobile. HD's mobile app plus the mobile web platform is the "proverbial store in your pocket or your purse or your briefcase."

Sellers - HD spends money year-round, but focus on Q2 and Q4, as these are the company's highest spend period. Because HD is such a large spender, there should be revenue available for sellers of every ilk here. Digital, TV, radio, print - seemingly nothing is off the table.

Agency readers - Hofman was promoted to CMO about a year ago (more

Additional Information

National TV Spend: According to iSpot, HD has spent $13.2 million on national TV ads this year.  Note that the second most spend has been deployed to air ads on Univision, and three of the top five targeted shows by spend are Spanish-language.

For the same period in 2016, HD spent $15.9 million on TV ads. See chart for 2017 show targeting (2016's is similar).

Quarter National TV Spend
Q1 2016 $17.1 million
Q2 2016 $43.7 million
Q3 2016 $34.1 million
Q4 2016 $46.4 million

For full 2016, HD spent $141.3 million on national TV ads. Most of these ads were run during Q2 and Q4 (see chart for spend breakdown by quarter)

Digital Breakdown: Per Pathmatics, HD has spent $6.5 million on digital display ads so far this year (742 million impressions). Ads are mostly split between desktop (54%) and online video (41%) and have been placed site direct (66%) or through Google AdX + AdSense (14%), MediaMath (9%) or Advertising.com (6%). Top ad destinations include: espn.com, mlb.com, aol.com, weather.com and youtube.com. 

For 2016, HD spent $50.1 million on digital display ads. As with TV spend, while HD advertises all year, slightly more spend is deployed during Q2 and Q4. 

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

Kevin Hofman 
Senior Vice President & President, Online & Chief Marketing Officer
(770) 433-8211
kevin_hofman@homedepot.com

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