Smash Expands Role With NBC

Hub Shop to Tout Network’s New Retail Store, E-Commerce Site
BOSTON – Smash Advertising has been tapped by longtime client NBC to create advertising for NBC Experience, a retail initiative that includes a 20,000-square-foot store in New York and an e-commerce site on the Web.
The Boston agency is developing a broadcast campaign using the tagline, “See it. Feel it. Shop it” for the store and “See it. Click it. Shop it” for the site, which will launch next month, updating the client’s existing Web offering (www.nbc.com).
Commercials will break in the next few weeks on NBC-TV and its affiliates, which have allocated the equivalent of “millions” of dollars in airtime for the push, said Smash creative director Linda Button.
The agency was hired based on its long-standing relationship with NBC vice president, retail operations and consumer marketing Barry Leffler, who worked with Smash on ads for NBC Europe and now heads up NBC...