Best Buy Eyes 3 Shops

LOS ANGELES Electronics retailer Best Buy today cut to three finalists in its $200 million creative review, according to search consultancy Select Resources International.

MDC Partners’ Crispin Porter + Bogusky in Miami, and Omnicom Group’s BBDO in New York and GSD&M in Austin, Texas, remain in contention.

No longer under consideration are Publicis Groupe’s Fallon in Minneapolis and Omnicom’s TBWA\Chiat\Day in Playa del Rey, Calif., according to Santa Monica, Calif.-based SRI.

Also in contention during earlier phases of the review were Interpublic Group’s Deutsch/LA in Marina del Rey, Calif., and Havas’ McKinney in Durham, N.C., per sources.

A decision is expected by early summer.

Media buying, handled by Publicis Groupe’s Starcom in Chicago, is not in play.

The client said that the winning agency would be responsible for the account planning, strategy and execution of Best Buy’s brand advertising, as well as media planning chores and consumer connection duties.

The retailer will continue to work with several agencies on different parts of the business. Crispin was hired in December to work on its “Geek Squad” tech-support service. Avenue A/Razorfish, Organic and Rapp Collins are also on the roster.

Most of the brand advertising for Minneapolis-based Best Buy has been handled in-house. The 160-person department will continue to work on the company’s “core competencies” such as its Sunday newspaper circulars and other specialized materials.

—with Aaron Baar and Kamau High