"Our in-store experience is a bit more

“Our in-store experience is a bit more rational. It doesn’t tug at the emotions quite as much” as Best Buy’s, says Justin Lewis, Circuit City vp of marketing. The client has asked finalists to show how, if the chains were side by side, they would “get the consumer to turn left” into Circuit City. The RFP emphasized retail and creative credentials, as well as success with challenger brands and in differentiating parity brands. Otherwise, the shops are free to “blow out their positioning in any way they see fit,” Lewis says.