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Lowe's Companies, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Lowe's Companies, Inc. operates as one of the top home improvement retailers. Lowe's stores carry a wide range of professional and do-it-yourself products in categories ranging from garden and home decorating to plumbing and electrical. The company is headquartered in Mooresville, NC.

Main Telephone (704) 758-1000
Main Fax (336) 658-4766
Primary Address
Post Office Box 1111
North Wilksboro, NC 28656-0001
USA

Lowe's Companies, Inc. Contacts

Contacts (5/59)
Name Title State
Marshall C. Chief Financial Officer NC
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (704) 758-1000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 1111
North Wilksboro, NC
28656-0001
USA

Robert N. Chairman & Chief Executive Officer NC
Mike M. Chief Customer Officer NC
Jocelyn W. Chief Marketing Officer NC
Paul R. Cheif Information Officer NC

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Lowe's Companies, Inc. *********

Agency Relationships


Brand Agency Service From To
****'* *********, ***. ********* multicultural 2003 present
****'* *********, ***. ***** public relations 2004 present
****'* *********, ***. **** ********* AOR - creative 2005 present
****'* *********, ***. *** ********* direct marketing 2002 present
****'* *********, ***. ********** *********, ***. multicultural 2003 present

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WinmoEdge

Spring/Summer Media Opps: Lowe's begins media review, creative review to follow?


Subject: digital, TV, social media, mobile, omni-channel

Company: Lowe's

Opportunity: Lowe's, no. 201 in the

The review is being handled by R3 and is reportedly in its early stages. While the review does not encompass creative, agency readers should keep in mind that creative and media were consolidated around the same time in 2005 - which could signal a creative review is on the horizon. Omnicom's BBDO currently handles Lowe's creative account. 

Sellers - Lowe's has been ardently reaching out to millennials as of late - utilizing Facebook mobile video, Snapchat and other social platforms to push a series of videos targeted to first-time homebuyers. Therefore, keep social media and video extensions in mind when going after revenue, but don't forget tried-and-true channels such as digital and TV.
 

Note that Lowe's spends all year, but its highest spend period is Q2 - home improvement/home buying season. We'll keep you updated on the status of the media review so you can get in good with the new shop to secure spring/summer 2017 dollars. 

Additional Information

Incumbent: Omnicom's OMD has handled media buying and planning for Lowe's since 2005, when creative was also moved to BBDO.

Media Spend: According to Kantar Media, Lowe's spent $392.8 million on measured media last year - mostly on broadcast ads. 

National TV Spend:

For the same period 2015, Lowe's spent $104.3 million - meaning 2016 spend has increased 57.7%.

Digital Breakdown: According to Pathmatics, Lowe's has spent $2.7 million on 713 desktop ads this year (593.7 million impressions). Desktop ads have been run steadily all year, with a slight spike in late May. Almost 40% of these ads were placed site direct, with the remainder running through DSP Chango (40%),ad networks Google AdX + AdSense (8%) and Advertising.com (7%) and DSP DoubleClick Bid Manager (3%).  Top ad destinations include popsugar.com, wikia.com, answers.com, abcnews.go.com and bhg.com (Meredith).

This is down from $8.3 million spent on 404 desktop ads during the same period 2015 (1.2 billion impressions). Note that Lowe's has shifted placements in 2016 (84% of 2015's desktop ads were placed site direct). In addition to the above destinations, mobile ads ran on hgtv.com and diynetwork.com (Scripps Network) and realsimple.com (Time, Inc.), while video ads ran mostly on youtube.com.

For 2016, Lowe's has spent $384,200 on 444 mobile ads (96.4 million impressions) and $2.0 million on 98 video ads (123.5 million impressions). These video and mobile ads were placed roughly the same as desktop ads, through Chango, Google AdX + AdSense and site direct. For the same period 2015, Lowe's spent $803,000 on mobile ads and $4.8 million on video ads.

Lowe's
Post Office Box 1111
North Wilksboro, NC 28656-0001
(704) 758-1000

Marci Grebstein
Chief Marketing Officer
(704) 758-1000
marci.grebstein@lowes.com

Ashley Arena
Associate Director, Digital Investment – OMD
(212) 590-7100
ashley.arena@omd.com