Advertising Industry
Industry: Email Alert RSS FeedAdams builds up role of marketing to keep Home Depot growing.(People & Players)(Roger Adams)
Advertising Age, August, 2006
Byline: MYA FRAZIER
it was on a Thursday that Home Depot ad agency Richards Group presented three possible TV spots to tout the first big-box distribution of three tractor brands-Club Cadet, John Deere and Toro.
Stumped on the best spot to run with, Senior VP-Marketing Roger Adams posed the idea of inviting consumers to vote for their favorite. By Saturday, the ads were online, and by midnight Sunday, nearly 450,000 customers had voted.
"He's by-the-book but with a `What if?' mentality,'' said Diane Fannon, a principal at Richards.
That "What if?'' spirit should serve Mr. Adams well as he seeks to find new avenues of growth for the home-improvement chain, especially after the executive and his employer get past the uncertainty in...
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