Euro RSCG Wins Circuit City Creative Ad Account

Agency Worked on Project for Firedog Tech-Support Service

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NEW YORK ( -- Electronics retailer Circuit City has awarded its creative advertising account to Euro RSCG Worldwide, Chicago, according to executives familiar with the matter.
The selection was made after Euro worked with the Richmond, Va.-based retailer on a project earlier this year for its consumer tech-support services brand, Firedog, the executives said.

Split with Doner
Circuit City split with independent Doner, Southfield, Mich., which handled both creative and media after the agency's contract expired at the end of February. In July, the company selected Interpublic Group of Cos.' Deutsch, New York, to handle media planning, following a review. Media buying is handled in house.

Circuit City spent $315 million in measured media in 2005, according to TNS Media Intelligence.

A Circuit City spokeswoman would not confirm the appointment. "We have nothing to announce," she said. Euro wasn't immediately available for comment.

In September, Circuit City named Peter Weedfald as its chief marketing officer. Prior to his appointment, Mr. Weedfald was at Samsung Electronics, where he was senior VP-sales and marketing, U.S. consumer electronics and North American corporate marketing. "I'm excited about the opportunity to re-energize Circuit City's brands," Mr. Weedfald said that the time his position was announced, adding that he wanted to better integrate the company's merchandising initiatives and vendors into its branding efforts.

Firedog, Circuit City's response to Geek Squad, the service from market leader Best Buy, replaced its earlier effort, dubbed "IQ Crew," which failed to click with consumers, according to reports.
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