Radio Shack Launches Media Review

Incumbent Aegis's Carat Expected to Participate

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NEW YORK ( -- Radio Shack has announced a review of its $215 million U.S. media planning and buying account currently handled by Aegis' Carat. According to a release issued by the marketer, the incumbent is expected to take part in the review.

The company said it intends to select an agency by the end of March. The assignment will include media planning and buying across all channels, including digital and new media.

In a statement, Radio Shack said the review is part of its regular procurement process and has hired Select Resources International to manage the review. Radio Shack said its advertising expenses for 2008 totaled $215 million.

"We are constantly adapting our media strategy as the changing landscape -- driven largely by digital media -- continues to create dynamic opportunities for our brand. This review is part of a regular practice intended to ensure that we have the best resources focused on leveraging those opportunities," said Lee Applbaum, chief marketing officer for Radio Shack.

The past year has been a relatively quiet one for Carat, although it did pick up a big chunk of Procter & Gamble business when the agency was handed communications planning duties Gillette's men's grooming division in early December. When asked about the Radio Shack review, Carat referred calls to the client; the pair have been working together for about 10 years.

In April of last year Radio Shack appointed Butler, Shine, Stern & Partners as its creative agency of record and, in August, it unveiled new branding, which included the nickname "The Shack."

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