The Home Depot, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Atlanta, GA, The Home Depot, Inc. is one of the world's largest and most recognized home improvement chains. Home Depot stores are found in North America, Puerto Rico, and St. Thomas; the company also operates EXPO Design Centers, Home Depot Landscape Supply locations, and The Home Depot Floor Stores. In addition to selling products, the company offers consumers home improvement services such as equipment rental, design consulting, workshops, and more.
|Main Telephone||(770) 433-8211|
|Main Fax||(800) 654-0658|
The Home Depot, Inc. ContactsContacts (5/87)
|Craig M.||Chief Executive Officer||GA|
Sample of Associated Brands
|Carol T.||Executive Vice President, Corporate Services & Chief Financial Officer||GA|
|Matt C.||Executive Vice President & Chief Information Officer||GA|
|Kevin H.||President, Online Operations & Chief Marketing Officer||GA|
|Krystal Z.||Vice President, Customer & Chief Customer Officer||GA|
|Expo Design Center||*|
|The Home Depot, Inc.||*********|
|Martha Stewart Living Paint||*|
|Home Decorators Collection||*|
|******* ***||****** ****** ********||creative||unknown||present|
|****** ******* ****** *****||*****||media buying & planning||unknown||present|
|*** **** *****, ***.||**||Digital||unknown||present|
|*** **** *****, ***.||**&* *******||public relations||2006||present|
|*** **** *****, ***.||********* ***.||AOR - social||2014||present|
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Score 73 – Account in Jeopardy: Home Depot CMO departs after five years, online president assumes role
Subject: digital, social media, mobile, search, TV, event, sponsorship
Company: Winmo), the largest home improvement retailer in the US.
Update (5/2): Earlier this year, we told you about HD’s higher digital activity (below). Now, CMO Trisha Mueller has announced her departure from the company, a vacancy that will be filled by online president Kevin Hofman, who has been with HD since 2006. According to director of corporate communications Stephen Holmes, Hofman’s promotion will allow HD “to further integrate [its] digital assets to optimize an interconnected retail model.” Holmes continued: “When you look at the growth and expansion of digital marketing, the combination of the physical and digital storefronts and things we are doing to integrate those elements to create an interconnected retail experience for consumers, having Kevin take on the CMO role in addition to his responsibilities as president of online makes a lot sense.”
While the promotion of company veterans to lead decision maker roles does not usually trigger huge agency roster changes, it is clear that HD is changing strategy. Also, HD’s agency roster, with the exception of social media AOR 22squared, is well past average AOR tenure (2.5-years). Therefore, HD could be looking for partners with increased digital capabilities, meaning martech and digital shops should make sure they’re top-of-mind.
Similarly, digital family friendly sellers should continue to have an edge securing revenue (more below).
Opportunity (orig. published 3/21): Last year, we told you about HD's intention to increase mobile and search efforts (more here). To reiterate this point, SVP and President of Online Kevin Hofman said the company was “investing in a heavy way, in not traditional media, but new digital media.” During the Raymond James Investor Conference this week, Hofman also said HD was looking to be a leader when it comes to “natural search, page search, social advertising” and that HD is “very focused” on making sure it is “omnipresent wherever the customer is looking, wherever the customer is starting their shopping journey.”
To this end, HD will spend more on digital marketing in 2016 than they will on traditional “old school” marketing. Besides seeking last minute dollars tied to the core Q2-Q3 home improvement period, focus your pitch on key ad spending periods like Memorial Day, Father's Day, 4th of July and Labor Day.
According to The List, Richards Group is creative AOR
Media Spend: According to Kantar Media, HD spent $309.1 million on measured media in 2015 – down 20.3% from 2014 ($387.6 million). A little over half of this was allocated to broadcast ads (58.4%). The remainder was spent as follows: print (8.1%), display (7.7%), radio (19.5%) and search (5.8%).
National TV Spend: So far in 2016, HD has spent $32.7 million on national TV ads. Ads have been run all year, with only two breaks so far (from Feb. 23-28 and March 22 – 27). 2016 spend is only slightly lower than the same period 2015 ($34.9 million). See chart for 2016 show targeting.
For full 2015, HD spent $133.8 million on national TV ads in 2015 – down from $148.9 million in 2014. Even though HD says they will spend more on digital in 2016, keep in mind that spend so far is relatively flat to 2015 (though decreased from 2014).
Digital Breakdown: So far in 2016, HD has run 772 display ads on 7,503 publishers (4% mobile). Top ad destinations include: doityourself.com, craftser.org, oldhouseweb.com, facebook.com and bhg.com (15 placed site direct).
In 2015, HD ran 2,118 display ads on over 10K publishers (17% mobile). Top ad destinations included marthastewart.com, diynetwork.com, hgtv.com, realsimple.com and thisoldhouse.com (20% placed site direct versus programmatic). HD also ran 3,755 high impact and 218 video ads last year.
2455 Paces Ferry Rd. SE
Atlanta, GA 30339
Senior Vice President & President, Online & Chief Marketing Officer
Vice President, Online Marketing & Integrated Media