RadioShack Launches Creative Review

RadioShack has launched a review of creative duties on its advertising account, the client said today.
The Fort Worth, Texas-based client spent more than $125 million in major measured media in 2007 and $90 million in the first 10 months of 2008, according to Nielsen Monitor-Plus. All ad expenditures totaled $220 million in 2007, according to RadioShack.
Select Resources International of Santa Monica, Calif., will manage the process. The incumbent, Havas-owned Arnold in Boston, plans to defend.

Arnold issued this statement from its president, Pam Hamlin: “We value the relationships we’ve developed and are proud of the work and the results we’ve helped to generate during the last four years. RadioShack has asked Arnold to participate in this review, and we intend to defend the business with passion, enthusiasm and innovation.”

RadioShack plans to complete the process by the end of March. The winning agency will handle creative duties across all channels, including direct marketing, digital and new-media advertising, the client said.

We’re looking for a highly strategic and creative agency partner that can offer an integrated creative solution across all channels and consumer touch points, and bring a fresh, new perspective on a brand with tremendous heritage,” said RadioShack chief marketing officer Lee Applbaum, in a statement. “Importantly, our selected partner will possess an established track record of success in retail marketing, a depth of talent to manage a complex account, and an ability to hit the ground running with inspired creative.” Applbaum joined in September.

The chain said its sales for the first three quarters of ’08 rose 3 percent to $2.97 billion.

Not in play are media planning and buying, which is handled by Aegis Group’s Carat, Dallas.

Arnold has handled the creative account since 2005, when it bested three other shops to land the business. The other finalists in the ’05 review were Interpublic Group units Deutsch/LA in Marina del Rey, Calif and Carmichael Lynch in Minneapolis and Omnicom Group’s TBWA\Chiat\Day in Playa del Rey, Calif.