Lowe's taps McCann to build $100 mil broadcast campaign

Snyder, Beth; Cuneo, Alice Z.; Petrecca, Laura
May 1999
Advertising Age;5/10/1999, Vol. 70 Issue 10, p4
Trade Publication
This article reports on the decision of home-improvement retailer Lowe's Cos. to hire McCann-Erickson Worldwide to build its $100 million broadcast advertising campaign as of May 10, 1999. Lowe's decided on an agency for its $100 million broadcast advertising account after a creative shoot-out that pitted East Coast against West Coast. Incumbent Doner, Southfield, Michigan, which had the account since 1990, was in the review until the final phase. Creative for Lowe's print advertisements will remain in-house.


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