Best Buy has selected Grey New York to handle two upcoming campaigns, one for its critical holiday sales season and the other supporting home theater offerings in January in the run-up to the Super Bowl.
Earlier this year, the retailer began moving away from working with a single agency, Crispin Porter + Bogusky, with whom it has been associated for nine years beginning with Geek Squad work. CP+B's last project is a back-to-school campaign, although Best Buy has said the agency can bid on future work.
The Grey assignment follows a review that came down to four finalists after 19 agencies responded to Best Buy's initial RFP, sources said.
Spending for each campaign was not disclosed, but last year Best Buy spent $310 million on measured media, according to Kantar Media.
Grey has been charged with campaign creative development, design, social strategy and content, digital and CRM. The New York agency is creating TV and digital video to support Best Buy's brand as well as vendor partnership messages for companies like Samsung, LG and Apple.