Future Shop Assigns Media

Future Shop Ltd., the largest retailer of computers and consumer electronic products
in Canada, has assigned its broadcast media buying, but remains undecided on an agency to handle creative duties.
U.S. broadcast media buying–about $8 million–was awarded to EvansGroup in Seattle, which will handle the business through its Power Media buying unit. Canadian broadcast media buying–about $7 million–will be handled by the Media Co. in Toronto, a partnership of MediaCom Worldwide and Media Buying Services Ltd.
The Burnaby, British Columbia-based retailer continues to discuss creative projects with the review’s finalists, including EvansGroup; W. B. Doner & Co. in Southfield, Mich.; and Palmer Jarvis in Vancouver, according to company spokesman Eric Ommundsen. Any assignments will be made on a project basis, which the company decided would be more cost-efficient than selecting a creative agency of record, he said.
Discouraged by the length of the review, which began in June, J. Walter Thompson, Detroit, withdrew from consideration before the media buying was assigned, said Steve Brown, the office’s executive vice president and general manager.
Initially, Future Shop had planned to select one agency for both creative and media buying by Labor Day. The departure of the retailer’s advertising director in August derailed that plan, Ommundsen said.
–with Angela Dawson