Radio Shack Reaches Out to Shops

NEW YORK Radio Shack has confirmed talking to agencies about what sources called “a strategic project,” but issued a strong denial that such work could evolve into handling all creative chores for the consumer electronics chain.

“We have no intention of outsourcing the bulk or all of our creative work,” said Jim McDonald, svp and chief brand officer at Radio Shack, in a statement.

He continued: “The Circle R Group (an in-house unit), Carat (media) and FCB (Hispanic advertising) are our agencies of record, and we are very pleased with their work. While we will continue our long-standing pattern of talking with a few agencies from time to time and employing freelance agency assistance for select initiatives, there is no open call to review agencies.”

The client spent $220 million on domestic ads in 2003, and $95 million through July 2004, per Nielsen Monitor-Plus.

This story updates an earlier item with comments from Radio Shack.