Home Depot's mobile-ad campaign for the holidays aims to drive consumers to both stores and the retailer's mobile-optimized website. The Pandora-based ads take users to the site, where they can explore leading sellers, search for specific products or be directed to the nearest outlet.
"Handyman Al Rescate" is a new how-to series from Univision Online in partnership with The Home Depot. The six-episode Web series will offer tips on remodeling and repairs, gleaning tips from The Home Depot's in-store clinics.
The Home Depot's Colores Origenes paint line, whose paint colors are described using Spanish words as a way of appealing to Hispanic consumers, had its roots in a Grupo Gallegos pitch two years ago for Home Depot's Hispanic account. Home Depot executives were so impressed by the Hispanic-targeted paint line idea that they asked Grupo Gallegos to develop and launch Colores Origenes, even though the business ultimately went to the Vidal Partnership, New York, which won Home Depot's overall Hispanic account.
Interactive Web shops such as Tribal DDB are taking advantage of consumers' willingness to interact with companies via online games, by helping clients, including McDonald's and Volkswagen, develop games that help create brand experiences. Some agencies tackle the issue of creative development by outsourcing online game design to specialist shops such as Fuel Industries and WildTangent.
The New York Times Company has made Vivian Schiller SVP and general manager of The New York Times on the Web, and Jason L. Rapp will be VP for online development and associate general manager of the Web site. Schiller will manage daily operations of NYTimes.com.