Lowe's Names 3 New Creative Agency Partners in Unique Regional Realignment

Chain used a remote 'smart home' lockbox for surprise announcement

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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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