RadioShack Puts Account Into Review, Buying/Planning Unaffected

RadioShack has put its estimated $250 million advertising account into review, a move the company says will not impact its relationship with Aegis Group's Carat USA.

The Fort Worth, Tx.-based electronics retailer says it is seeking to revitalize the RadioShack brand in addition to efforts from the company's in-house agency, the Circle R Group, which will continue to "perform some core agency support functions."

Charles Hodges, a RadioShack spokesman, said that the company has a contract with Carat through 2005, and that this review is strictly creative-based.

"While we expect that the agencies we review will have media capabilities and ideas to offer in that area, we will still remain with Carat to provide media buying and planning," Hodges said.

He noted that the retailer has already delivered requests for information to a pre-selected list of agencies. The list is not disclosed, Hodges said, adding that the list will be pared down to two to four finalists within the next few weeks.

"Agencies will be judged on case studies, strategic and creative thinking, depth of resources, and chemistry with the RadioShack marketing team," Hodges noted. He said the review and selection process will last 10 weeks.



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