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Lowe’s has announced its new creative agency roster after ending a 12-year relationship with BBDO and abandoning the agency of record model.
As Adweek’s AgencySpy reported in January, the three agencies are located in very distinct regions of the country: Conill in Los Angeles, The VIA Agency of Maine and South Carolina’s EP+Co.
The unique structure is part of an effort by Lowe’s to target customers whose relationships with their homes are as different as the places they live.
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