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Lowe's is renovating its agency structure, moving from an agency of record to a roster of shops for projects. In order to better focus its marketing messaging, the home improvement retailer has recruited the Via Agency, based in Portland, Maine, EP & Co., formerly Erwin Penland, based in Greenville, South Carolina and Conill, out of Los Angeles.

Evolving its model should help Lowe's become as relevant as possible with as many customers as possible, says Jocelyn Wong, who was promoted to chief marketing officer of the company last year.

"We serve a broad customer base across all income levels, genders and race," says Wong, who also noted home ownership as criteria. "We needed to make sure our agency model could be as agile as we needed it to be, as diverse as we needed it to be."

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