Digitas Constructs Relationship with Home Depot

Independent agency Digitas has scored The Home Depot’s online advertising, interactive media buying and direct marketing business. The home goods retailer dropped agency of record Omnicom Group’s DDB Worldwide, Chicago in February as a result of a mutual agreement between the firms. At the time, it was reported that MRM Worldwide and Draft, both Interpublic Group companies, would contend against Digitas for the account.

Home Depot reportedly is aiming to boost its online sales to the billion dollar mark by 2010. In keeping with that strategy, the company recently added Home Decorators Collection, a catalog and Web seller of furniture, lighting and window treatments, to its Home Depot Direct line of branded catalogs which includes Outdoor Living, Holiday and Tools. Home Depot revealed it would double the size of its direct-to-consumer business and supplement its home décor offerings with 65,000 additional products through the acquisition.

DDB reportedly will continue its involvement with some Home Depot business divisions. Home Depot confirmed that it has awarded the business to Digitas via an email sent to ClickZ News. The company would not reveal financial details of the contract.