RADIOSHACK AWARDS GLOBAL AD ACCOUNT TO ARNOLD

Work Valued at $250 Million

By Published on .

CHICAGO (AdAge.com) -- Electronics retailer RadioShack Corp. has selected Havas’ Arnold Worldwide of Boston to handle its $250 million global advertising account, the company announced.
Related Stories:
RADIOSHACK NAMES FOUR FINALISTS FOR $250 MILLION AD REVIEW
Account Decision Is Expected by The End of April
RADIO SHACK REACHES OUT TO AGENCIES
Electronics Retailer Opens Review of $250 Million Ad Account

Arnold is taking over the business from RadioShack’s in-house agency, the Circle R Group, Fort Worth, Texas.

Contenders
Also in the global review were Omnicom Group's TBWA/Chiat/Day, Los Angeles; and two Interpublic Group of Cos. agencies, Carmichael Lynch, Minneapolis, and Deutsch, Los Angeles.

RadioShack Chief Marketing and Brand Officer Don Carroll oversaw the review.

RadioShack has had a raft of other changes lately, moving its corporate headquarters to a new campus, welcoming a new chief financial officer and a new CEO, even as it updates its store formats and adds its own lines of branded products to address competitive challenges.

Father's Day
While Mr. Carroll would not disclose a time frame for the new brand positioning and advertising campaign, he did say it would be "sooner rather than later." When asked about the key Father's Day selling season (one of the biggest after the December holidays), he said, "Let's just say it's April, Father's Day is in June, and time is of the essence."

Mr. Carroll added that while the Circle R Group name will go away, RadioShack will still maintain a staff at its headquarters in Fort Worth to handle some executional work and related duties. Arnold will also send a team to Fort Worth with agency representatives to work on the Fort Worth campus along with the RadioShack marketing staff.

An unsolicited query
Arnold was not one of the original 20 agencies contacted by RadioShack to submit ideas. However, it was the only one of 40 additional unsolicited queries that followed the announcement to make it into the formal pitch.

In an unusual move for a marketer, after whittling the list down to eight finalists, RadioShack executives visited each agency at its home offices for a four-city tour in just seven days, Mr. Carroll said, in order to better gauge the overall agency fit with RadioShack.

Most Popular