The Good Guys!, Brisbane, Calif., said today it plans to boost ad spending by 20% next year as the electronics chain tries to turn around recent losses. Citron Haligman Bedecarre Euro RSCG, San Francisco, which has been producing a radio campaign for the retailer, will add duties for branding and a redesigned print effort. Citron also has made an equity investment in the Good Guys!. Last year, the Good Guys! spent about $12 million on radio advertising, with another $20 million going to print and direct mail. The company, planning to move its offerings upscale by focusing on the telecom and new Internet products arena, also announced plans to drop its computer department and begin an aggressive e-commerce effort.
Copyright July 1999, Crain Communications Inc.