SAN FRANCISCO-Citron Haligman Bedecarrƒ has been awarded a national creative assignment for home electronics chain The Good Guys, after an informal review.
The San Francisco shop will create retail- oriented radio ads, backed by an estimated budget of $5-10 million.
Goodby, Silverstein & Partners in San Francisco has handled creative TV duties for the Brisbane, Calif.-based client for three years. But the agency did not participate in the radio pitch, sources said.
Over the next year, The Good Guys intends to eliminate nearly all of its TV budget, shifting available funds to radio, said Brad Bramy, vice president of advertising. He confirmed that
Citron Haligman was hired as the company’s “agency for radio,” while Goodby, Silverstein will continue to be its “agency for TV.”
Previously, the firm’s radio work had been done in-house.
Citron Haligman used its retail and fashion image work for clients such as Macy’s to win the business, said agency president Kirk Citron.
Among the agencies invited to pitch the radio assignment were Hal Riney & Partners and Darien & Kilburg, both in San Francisco, and Butler, Shine & Stern in Sausalito, Calif., sources said.