AHAA sounds off about Home Depot move

04/6/2010 | Adweek

Gisela Girard, the chair of Association of Hispanic Advertising Agencies, characterized Home Depot's shift of its Hispanic account to a unit of the Richards Group in Dallas as "controversial," and said that the decision to award the account to a general agency as opposed to an established Hispanic shop indicated that the "value of Hispanic-specialized agencies is being undermined in the name of consolidation and cost-cutting." A Home Depot spokesperson defended the move, saying the new ad shop would bring a "creative approach based on strategic thinking that was grounded in a deep understanding of the Hispanic consumer."

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