NEW YORK Best Buy said it has awarded its $170-200 million ad account to BBDO here following a review.
The Omnicom Group shop bested sibling GSD&M in Austin, Texas, and MDC Partners' Crispin Porter + Bogusky in Miami (a client roster agency) in the final round.
CP+B's role as a roster shop has also been expanded beyond the "geek squad" initiative, according the client, "to partner on business development and in-store activation opportunities."
Independent Columbus, Ohio-based Resource Interactive was awarded online duties, according to the agency.
Best Buy had previously handled most of its brand advertising in-house.
"We believe this partnership with BBDO New York will enable us to support the company's aggressive growth goals and to build and enhance our capabilities," said Ruby Anik, Best Buy's svp, marketing communications, in a statement. "We are excited to leverage BBDO's creative expertise, brand experience and spirit of collaboration in further differentiating Best Buy as the consumer's trusted guide to technology solutions."
The scope of work includes account planning, ad strategy and execution and media and consumer connection planning.
"We're psyched and humbled by Best Buy's confidence in us," said David Lubars, chairman and chief creative officer, BBDO North America.
Select Resources International, the consultancy in Santa Monica, Calif., oversaw the review for the home electronics retailer.