January 2009
RadioShack Corporation is reviewing advertising agencies for the creative portion of its business. The search is for an agency capable of delivering creative concepts that are truly breakthrough, both in retail and consumer electronics.
RadioShack reported advertising expenses of approximately US$220 mil for the fiscal year ended December 31, 2007.
Santa Monica and Select Resources International (SRI) are helping with the review.
"We're looking for a highly strategic and creative agency partner that can offer an integrated creative solution across all channels and consumer touch points, and bring a fresh, new perspective on a brand with tremendous heritage. Importantly, our selected partner will possess an established track record of success in retail marketing, a depth of talent to manage a complex account, and an ability to hit the ground running with inspired creative," said RadioShack's Chief Marketing Officer Lee Applbaum.
RadioShack plans to appoint its agency of record by the end of March. The scope of the creative assignment will include strategic and account planning plus creative development across all channels including digital and new advertising media.
Advertising media planning and buying fall outside of the scope of the assignment and are not in review.
Carat is RadioShack's media buying agency of record.
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