Best Buy, who moved away from the AOR model to work with agencies on an assignment basis in April, has selected Grey New York to handle two upcoming campaigns, Adweek reports.
The agency will be responsible for “creative development, design, social strategy and content, digital and CRM” for the campaigns, which include the brand’s holiday push and a January campaign supporting Best Buy’s home theater offerings in the lead up to the Super Bowl. Grey New York will handle broadcast and digital for both campaigns.
Grey beat out four other finalists, culled from 19 initial responders to Best Buy’s RFP to win the assignment, according to Adweek’s sources. These finalists were not disclosed, nor was Best Buy’s spending for the campaigns, but the brand spent $310 million on measured media last year, according to Kantar Media and the two campaigns are among the year’s biggest for the company.