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Radio Shack switches $100 mil in media to Carat

Published on .

Radio Shack, Fort Worth, Texas, named Carat USA, New York, and Newton, Mass., the media buying agency of record for its $100 million account, said Jim McDonald, Radio Shack VP-marketing and advertising. Time Buying Services previously handled, and the move was expected. "TBS did a very fine job of buying for us for a number of years, but for some time now I've been looking for more assistance in the strategic planning area,'' Mr. McDonald said, adding that he decided to move the account to Carat based on the performance of Carat Freeman, Newton, in launching Radioshack.com. A large portion of Radio Shack's buying--$42.3 million in 1998, according to Competitive Media Reporting--is made in newspapers by the retailer in-house.Major radio deal announced

Copyright October 1999, Crain Communications Inc.

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