• Adweek, Friday, April 24, 2009 9:30 AM

Initiative has managed to keep Home Depot's estimated $600 million media account after a review. Initiative also added digital duties, which had previously been handled by Digitas. Contenders in the review included Mindshare, Carat, Zenith Optimedia and Digitas.

The winning pitch was led by Dennis Donlin, former president of GM Planworks, an entity within Starcom MediaVest that serviced the General Motors assignment. Donlin left Planworks in early 2008 after SMG decided to absorb the group into its broader operations. Donlin is expected to helm strategy for the Home Depot business at Initiative.

The media contest follows the client's completion late last year of a creative review. Home Depot is looking to reposition itself in an increasingly competitive marketplace that includes Lowe's, Wal-Mart and Sears, as well as hardware outlets, paint stores and appliance chains.

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