Butler Shine Wins Radio Shack Ad Account

Retailer Spends More Than $100 Million in Measured Media

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CHICAGO (AdAge.com) -- Radio Shack has awarded its creative advertising account to Butler, Shine, Stern & Partners following a review.

Butler Shine, Sausalito, Calif., beat out Omnicom Group's DDB, Chicago; Interpublic Group of Cos.' Deutsch, Los Angeles; and fellow independent Modernista for the account.

The marketer typically spends upward of $100 million annually on measured media. Radio Shack reported total advertising spending of $214.5 million in 2008.

"We are excited about the addition of BSSP to our team and are confident they will provide the strategically consistent creative we are counting on to evolve our brand's positioning," Lee Applbaum, RadioShack's chief marketing officer, said in a statement.

Butler Shine CEO Greg Stern said: "We are thrilled and honored to be working on behalf of such an iconic brand and look forward to leveraging our insight and ideas across all relevant consumer channels."

The electronics-store chain, which operates more than 5,000 stores and kiosks across the U.S. and Puerto Rico, has struggled in recent years to compete with the likes of online retailers, big-box retailers such as Best Buy, and retail outlets owned by brands such as Apple and Sprint.

Sales have declined for four consecutive years, from $5.1 billion in 2005 to $4.2 billion last year, according to company filings.

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