ATLANTA: The Home Depot has consolidated its branding and marketing communications efforts for the first time in its 24-year history. David Sandor, director of PR, announced last week that Ketchum and MS&L will share AOR status.
Ketchum received the marketing and merchandising task, and will focus on national consumer outreach for more than 1,500 stores and 52 EXPO Design Centers across North America. General manager Barrie Rafferty will run the program out of the Atlanta office.
MS&L was tapped to develop the Home Depot brand, as well as manage corporate reputation. The agency will also develop programs around corporate sponsorship, social responsibility, and community involvement. The task includes the company's NASCAR commitment, which is currently being managed by Edelman.
LA-based consultant Jerry Swerling aided in the review.
Sandor said work currently in progress with other agencies will be not be immediately transferred as a result of these assignments. "We are very conscious of our existing relationships, and we're not going to make any drastic changes in the near future." He said the company is reviewing both regional and local relationships.