RadioShack Announces Search for Creative Agency of Record
FORT WORTH, Texas, Nov. 29, 2011 /PRNewswire/ -- RadioShack Corp. has initiated a formal review of its creative agency of record for the U.S. general market. The search will focus on identifying world-class agencies capable of delivering transformational creative concepts in a highly competitive retail landscape. RadioShack reported total advertising expenses of approximately $206 million for the fiscal year ended Dec. 31, 2010.
To help navigate the review process, RadioShack has once again retained the services of Select Resources International (SRI), an agency-review consulting firm based in Santa Monica, Calif. All candidates' inquiries about participating in the review should be referred directly to SRI at 310.450.5777. The review commences immediately; RadioShack expects to appoint its creative agency of record in March 2012.
Butler, Shine, Stern and Partners (BSSP) of Sausalito, Calif., has served as the creative advertising agency of record for RadioShack since April 2009. BSSP led the development, implementation and evolution of the brand-creative platform, "The Shack," which was specifically conceived to contemporize the RadioShack brand.
"We are tremendously proud of the progress we've made in collaboration with our partners at BSSP, energizing our iconic retail brand and igniting fresh conversations with consumers about RadioShack and mobility," said Lee D. Applbaum , executive vice president and chief marketing officer for RadioShack Corp.
"Although our brand transformation is far from complete, the needs of the business and demands of the competitive and macroeconomic landscape require a different approach to our creative strategy and execution," Applbaum said. "Consequently, we must ensure that we are aligned with a partner who can develop and execute retail-centric creative focused ultimately on driving consideration and traffic." BSSP is expected to participate in the review process.
The scope of the creative assignment will include strategic and creative development across all marketing channels, including digital, social, mobile, broadcast and print media. Advertising media planning and buying fall outside of the scope of the assignment and are not in review. Mindshare, a Chicago-based unit of communications-services firm WPP, is RadioShack's media buying agency of record.
About RadioShack Corporation
RadioShack Corp. (NYSE: RSH), based in Fort Worth, Texas, is a leading national retailer of innovative mobile technology products and services, as well as products related to personal and home technology and power supply needs. The Shack® offers consumers a targeted assortment of wireless phones and other electronic products and services from leading national brands, exclusive private brands and major wireless carriers, all within a comfortable and convenient shopping environment. RadioShack employs approximately 33,000 people globally, including a team of friendly and helpful sales experts who have been recognized for delivering the best customer service in the wireless industry. RadioShack's retail network includes approximately 4,670 company-operated stores in the United States and Mexico, 1,490 wireless phone centers in the United States, and approximately 1,120 dealer and other outlets worldwide. For more information on RadioShack Corp., please visit www.radioshackcorporation.com; to purchase items online, please visit www.radioshack.com. RadioShack® and The Shack® are registered trademarks licensed by RadioShack Corp.
SOURCE RadioShack Corp.
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