$250 Mil. RadioShack Account Goes to Arnold

BOSTON Havas’ Arnold has won creative chores on RadioShack’s $250 million ad account following a review, the client has confirmed.

The work had been handled by Circle R Group, the in-house ad unit of the Fort Worth, Texas-based consumer electronics retailer.

Arnold in Boston bested finalists Carmichael Lynch in Minneapolis and Deutsch/LA in Marina del Rey, Calif., both Interpublic Group shops, and TBWA\Chiat\Day in Playa del Rey, Calif., which is owned by Omnicom Group.

The agency prevailed because it “understood the essence of our brand today and where we aspire to be in the future,” said Don Carroll, chief marketing and brand officer at RadioShack, in a statement. “They also understand the balance between retail advertising and branding as evidenced by their work for other clients.”

In the same statement, Arnold chairman and CEO Ed Eskandarian promised to “reinvigorate their brand.”

Consultant Cindy Kenyon in Fort Worth oversaw the review process.

The review followed the departure of chief brand officer Jim McDonald in mid-January. “We are swiftly transforming ourselves into a customer-driven organization,” said Carroll, who replaced McDonald, in February when the review began.

RadioShack said it initially solicited 20 agencies to compete in a 10-week review process. Though Arnold was not among them, the agency gained entry into the review based on a “compelling” unsolicited letter, Carroll said.

Media duties handled by Aegis Group’s Carat are not included in the review.

The client last September said it was talking to agencies about a “strategic project,” but no review developed at that time [Adweek Online, Sept. 28].