NEW YORK: The Home Depot has hired Porter Novelli for a year to handle a national media relations campaign corresponding with the company's merchandise calendar.
David Sandor, VP of PR for Home Depot, declined to discuss the nature of the work that PN would be doing.
He said many of the company's PR efforts are handled in-house, but "due to our rapid growth, we have added some agency resources."
In 2003, the Atlanta-based company, which works with a number of agencies, chose Ketchum for merchandising and marketing, and MS&L as corporate reputation AOR.
"When we have a specific need, we'll reach out to those agencies that we think can do a good job, and provided there's no conflict, we'll make a decision to bring on agencies from time to time," Sandor said. "We're always looking for more and good agency help because we don't really like to put all of our eggs in one basket."
MS&L and Ketchum also handle national media campaigns for Home Depot. "They work on a variety of different projects for us, some of it is marketing and some of it is corporate," Sandor said.
He said Home Depot's use of several agencies is a reflection of the company's development and its attempt to put more resources behind its growth efforts.
"We're really looking for a variety of resources, internal and external, to help us achieve our sales goals," Sandor said.
"Porter Novelli and the other agencies' efforts will try to sync up behind whatever the priority is in terms of sales for a particular time of year," he added.