RadioShack Selects Butler, Shine

NEW YORK RadioShack has awarded creative duties on its advertising account to Butler, Shine, Stern & Partners after a review, the client confirmed late Thursday.

Lee Applbaum, RadioShack’s CMO, said in a statement: “Butler, Shine has a track record of delivering innovative solutions that break through the advertising clutter and resonate with consumers. They will be a valuable partner as we continue to develop our brand.”

Sources previously identified the other finalists as Omnicom Group’s DDB in Chicago, independent Modernista! in Boston and Interpublic Group’s Deutsch/LA in Marina del Rey, Calif. Final presentations took place several weeks ago.

Major media spending on the brand hovers around $120 million annually, according to Nielsen. That figure does not include online spending. RadioShack reported total advertising expenses of $214.5 million for the fiscal year ended December 31, 2008.

Sausalito, Calif.-based Butler, Shine succeeds Havas’ Arnold in Boston, which did not reach the final round. Select Resources International in Santa Monica, Calif., managed the process.

Media duties were not in play and remain at Aegis Group’s Carat in Dallas.

The chain faces a “brand relevance challenge” because consumers are less reliant on its sales associates for advice and increasingly get their technology questions answered online, according to the company’s initial request for proposals.