McCann Erickson New

McCann Erickson New York

The Interpublic Group shop, the largest contender, will seek to focus on the “bling-bling” of what are essentially luxury purchases and on convincing consumers, whose perception is that Best Buy has lower prices, that the two chains are comparable in that regard. It will tap its McCann WorldGroup sibling Momentum, which has extensive in-store ad experience (Coke, GM), to present promotions and event ideas. The pitch-team leaders—North America regional director Eric Keshin, along with New York chief creative officer Nina DiSesa and top planner Suresh Nair—are fresh off landing the $300 million-plus Verizon Wireless account. Greg Fujimoto, who runs the shop’s Wyeth and Nestlé accounts, has worked on Lowe’s, Major League Baseball and Microsoft’s Xbox.



Doner Southfield, Mich.

The Midwest independent will present a strategy that focuses on individual customers’ ability to connect with the right product, rather than the in-store experience or selection. There will be no weird spokesperson in the creative like the ones the agency has developed for Blockbuster, Red Lobster, Mazda and other clients. Doner’s team includes CEO Alan Kalter and evp/account management Kevin Weinman, who runs the Blockbuster account.



The Richards Group Dallas

The other independent will focus on a perceived advantage —expertise—and, in line with Circuit City’s reputation for customer service, will portray the chain as a place people can go to get knowledgeable answers to their consumer-electronics questions. Like McCann with Lowe and Doner with Blockbuster, principal and founder Stan Richards and his team come to the presentation with top-drawer retail bona fides—in this case, through its Home Depot client. Also on the team are principal Brian Schadt and account planning group head John Baker, both of whom have worked on Linens N Things, which, like Circuit City, is playing catch-up to an aggressive rival, Bed Bath & Beyond. Richards’ most recent win was in March: the $100 million Red Lobster business.