Home Depot Moves $37M US Hispanic Account to Richards/Lerma

NEW YORK (AdAge.com) -- Home Depot is moving its $37 million U.S. Hispanic account to Richards/Lerma, a little-known Hispanic capability fielded by Home Depot's general market shop Richards Group, from incumbent Vidal Partnership. The account shift, a stunning upset for Hispanic ad agencies in general, is the clearest example yet of general market agencies' growing attempts to persuade cost-conscious clients to consolidate their Hispanic accounts with their general market agency. 

Read the full story: http://adage.com/hispanic/article?article_id=142969  --Laurel Wentz