NEW YORK—The Home Depot, the world’s largest home improvement specialty retailer, has named Manning Selvage & Lee as its global agency of record responsible for the company’s corporate reputation. MS&L’s global corporate practice will lead the account, working with The Home Depot to develop strategies and programming for corporate brand management, corporate sponsorship, corporate social responsibility, and community involvement.
“MS&L offered us a strong team with the strategic insights we need to best position our brand,” said David Sandor, The Home Depot’s director of public relations. “This is a critical point in our history and MS&L is a partner who can help us drive change and meet our goals for further growth and innovation.”
Los Angeles-based PR management consultant Jerry Swerling, who managed the hotly contested review, said the firm had won because of its “rigorous and insightful strategic approach.”
Founded in 1978, The Home Depot is the world's largest home improvement specialty retailer and the second largest retailer in the United States, with fiscal 2002 sales of $58.2 billion. The company employs approximately 300,000 associates and has 1,547 stores in the U.S.
The company is expected to name a consumer agency of record soon.