RadioShack Calls Media Review

RadioShack said it is reviewing its media chores now handled by Aegis Group’s Carat. That agency is expected to defend.

The Fort Worth, Texas-based electronics retailer said it spends $215 million annually on total ad expenditures. Both traditional and digital duties are in play. Annual major media spending has hovered around $120 million in recent years, excluding interactive outlays, per Nielsen.

RadioShack said it has hired consultancy Select Resources International in Santa Monica, Calif., to oversee the competition, which it described as part of its “regular procurement process.”

“We are constantly adapting our media strategy as the changing landscape — driven largely by digital media — continues to create dynamic opportunities for our brand. This review is part of a regular practice intended to ensure that we have the best resources focused on leveraging those opportunities,” said Lee Applbaum, client CMO, in a statement.

RadioShack expects to complete the process by the end of March.

The company last year launched a high-profile, multimedia branding effort helmed by lead creative shop Butler, Shine, Stern & Partners in Sausalito, Calif., that featured a new nickname for the chain: The Shack.

Butler, Shine, an independent, was chosen following a review last April. Prior to that, creative duties had long been at Havas’ Arnold in Boston.