• Ad Age, Friday, June 15, 2007 11:15 AM

Electronics retailer Best Buy has signed on BBDO, New York, to handle its $170 million to $200 million account. The shop topped out GSD&M and Crispin, Porter & Bogusky in a review. However, Crispin, already the agency for Best Buy's Geek Squad, will pick up some additional work in business development and in-store "activation opportunities."

For years, Best Buy worked with a large in-house creative department. The 150 people at Best Buy Advertising will continue working on newspaper inserts, Hispanic advertising and loyalty marketing. "We believe this partnership with BBDO New York will enable us to support the company's aggressive growth goals and to build and enhance our capabilities," says Ruby Anik, senior vice president-marketing communications, adding that the goal is to position itself as a "trusted technology guide."

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