BBDO Wins $200 Million Best Buy Account

New York Shop Bests GSD&M, Crispin in Review

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SAN FRANCISCO ( -- Best Buy, aiming to position itself as a trusted retailer in the complex and competitive technology marketplace, has tapped BBDO, New York, as it agency.

Omnicom Group sibling GSD&M, Austin, Texas, and Crispin, Porter & Bogusky, Miami, were also in the review for the account, valued at between $170 million and $200 million. Crispin, the agency behind Best Buy's Geek Squad advertising, will pick up additional assignments for business development and in-store "activation opportunities" for the Best Buy brand, the company said.

BBDO's duties include account planning, ad strategy and execution, along with media and consumer-connection planning. The first tasks will be internal projects, the company said.

In-house agency retains projects
Best Buy long had worked with a large in-house creative department, Best Buy Advertising; the 150 employee shop will continue working on the retailer's newspaper inserts, Hispanic, direct and loyalty marketing as well as local store openings. The in-house shop will also handle other brands in the Best Buy portfolio, such as Magnolia Audio Video.

"We believe this partnership with BBDO New York will enable us to support the company's aggressive growth goals and to build and enhance our capabilities," Ruby Anik, the retailer's senior VP-marketing communications, said in a statement. She added that Best Buy's goal is to position itself as a "trusted technology guide."

Other BBDO retail clients include Lowe's, Pizza Hut and Target.