NEW YORK: The Home Depot has hired Porter Novelli to handle a national media relations campaign corresponding with its merchandise calendar.
David Sandor, VP of PR for Home Depot, declined to discuss the nature of the work that PN would be doing.
"But they'll certainly be helping support our overall marketing PR efforts," Sandor said.
Sandor said many of the company's PR efforts are handled in-house but "due to our rapid growth, we've added some agency resources and Porter Novelli is part of that." Sandor said Home Depot works with a number of agencies including MS&L and Ketchum as well as a number of smaller firms.
"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 agency 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 its marketing and some of its corporate," Sandor said.
Sandor said the use of various 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 synch up behind whatever the priority is in terms of sales for a particular time of year," Sandor said.
The agreement is for twelve months.