New Ad Agency Is in the Works for HomeBase

HomeBase’s hapless Stickman has apparently completed his home improvements.

The cartoon stick figure, who relies heavily on the advice of the home improvement warehouse chain in television commercials, is being retired in favor of a new, yet-to-be-defined ad campaign.

Fullerton-based HomeBase said Monday that it has put its $15- to $20-million broadcast advertising account up for review.

The incumbents are not participating in the review, said HomeBase’s David Kenshol, vice president of marketing and advertising. Los Angeles-based the Colby Agency and New York-based J.L.P. Media Inc. currently have the account. They have handled the company’s creative and media buying functions, respectively, since December, 1991.

HomeBase has contracted Select Resources International, based in Los Angeles, to manage the agency application and screening process.

Kenshol said it was time for HomeBase to “take our advertising to the next level.”