Arnold Positions RadioShack As Hip

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BOSTON Havas’ Arnold in June will launch a national campaign designed to reposition its new client RadioShack as a hip, customer-focused retailer that can help consumers make smart buying decisions, sources said.

The ads will break in time for the Father’s Day sales rush and will eschew traditional traffic-building approaches (such as price appeals) in order to push name and image first, sources said.

The campaign will likely combine elements such as leading-edge music (a hallmark of Arnold’s Volkswagen ads) with a strong emphasis on customer service.



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