RadioShack Selects New Creative Agency

Incumbent Butler, Shine declined to defend

The Shack has a new lead agency. The New York office of Grey won RadioShack's creative account after a review, according to sources.

The WPP agency succeeds Butler, Shine, Stern & Partners on the business. The brand spends an estimated $200 million annually on advertising.

McCann Erickson and Goodness Mfg. were the other finalists in the review, which began in November. Select Resources International in Santa Monica, Calif., managed the search.

Butler, Shine, Stern & Partners of Sausalito, Calif., had worked on the brand since 2009. The incumbent was invited to defend, but ultimately declined.

Media planning and buying efforts were not in play and remain at WPP's Mindshare.

In an odd coda to the review, Lee Applbaum, RadioShack's chief marketing officer since 2008, exited the retailer last month. The company has yet to name a successor in that role. 

Grey did not return calls, and the Forth Worth, Texas-based RadioShack could not immediately be reached. 



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