Best Buy Eyes 4 Agencies

CHICAGO Electronics retailer Best Buy said it has invited four agencies to compete for about $200 million in advertising chores.

Those shops are: MDC Partners’ Crispin, Porter + Bogusky in Miami, Publicis Groupe’s Fallon in Minneapolis and Omnicom Group shops GSD&M in Austin, Texas, and TBWA\Chiat\Day in Playa del Rey, Calif., the client said.

Other shops may be added as the process progresses, per Select Resources International, Santa Monica, Calif., the consultancy that is running the review.

The winning agency will be responsible for the account planning, strategy and execution of Best Buy’s brand advertising, as well as media planning chores and consumer connection duties. The review covers only the Best Buy brand and will not impact other agency relationships, including media buying, which is handled by Publicis Groupe’s Starcom in Chicago.

The retailer works with several agencies on different pieces of business. For example, the company in December hired CP+B to work on its Geek Squad tech support service. Other agencies that work with the client include Avenue A/Razorfish, Organic and Rapp Collins, the rep said.

Minneapolis-based Best Buy has handled most of its brand advertising in-house. The 160-person department will continue to work on the company’s “core competencies” such as its Sunday newspaper circulars and other specialized materials.