The short list had also included TBWA\London, but the agency was knocked out supposedly after pitching with the strapline "Homes to D-I-Y for". D'Arcy and Mustoe Merriman Levy had been included in the review at earlier stages.
The current advertising for the DIY chain features Men Behaving Badly stars Neil Morrissey and Leslie Ash. AMV has held the account since 1989, and devised the current campaign three-and-a-half years ago.
The agency is reported to have pitched with the slogan "We know homes inside out" against Lowe's "We turn ideas into inspiration".
The win could provide a much needed boost for Lowe, part of the Interpublic Group of Companies. The agency has been on something of a losing streak this year, seeing some of its Vauxhall work disappear; resigning the 拢43m Orange account; and losing its 拢10m Burger King work in the UK to fellow Interpublic agency Delaney Lund Knox Warren.
Homebase has yet to confirm an appointment has been made.
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