RadioShack Picks Mindshare | Adweek RadioShack Picks Mindshare | Adweek
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RadioShack Picks Mindshare

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RadioShack has selected WPP Group's Mindshare to handle its media planning and buying after a review, according to sources.

When it launched the search in January, RadioShack listed its full-year ad expenses (for 2008) at $215 million. Annual spending for media placements going forward is estimated at about $150 million, per sources. (It's a big day for Mindshare, which also won CVS.)

The incumbent on RadioShack was Aegis Group's Carat, which defended. Publicis Groupe's Starcom also participated in the review, according to sources.

The scope of work includes planning and buying across all channels, including digital and new-media outlets, the client has said.

The agencies could not be reached for comment. Last week, a client rep said the company would issue a statement when the process was complete. Client officials did not immediately respond to queries today seeking confirmation of Mindshare's selection.

Select Resources International, the consulting firm in Santa Monica, Calif., helped manage the review process.

About a year ago, RadioShack appointed Butler, Shine, Stern & Partners as its creative lead agency. Last August the shop unveiled new ads and branding including the nickname, "The Shack."

See also: "The Shack Shakes It Up With Wild, Wacky Rebrand"