Electronics Retailer Opens Review of $250 Million Ad Account

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NEW YORK ( -- Radio Shack Corp. has sent out requests for information to agencies in a review of its $250 million advertising account, currently handled in-house.

The Fort Worth, Texas-based electronics retailer's in-house shop, Circle R Group, will continue to handle some core agency functions, but the search will look for agencies with creative and strategic capabilities.

Outside agencies
Radio Shack has used outside agencies on a project basis in the past. Its tagline, "You've got questions. We've got answers," was created by Lord Dentsu, a joint venture of WPP Group and Japan's Dentsu, after a 1993 review.

A Radio Shack spokeswoman said agencies will receive the request today and the retailer will cut the list to two to four finalists in mid-March. A final decision is expected in mid-April.

The review is being handled in-house, with independent consultant Cindy Kenyon assisting.

Competitive market
Radio Shack is faced with competition from "big-box" consumer electronics stores such as Best Buy and Circuit City, who dominate the market along with Wal-Mart Stores. One of the retailer's strategies has been to open in-store shops selling branded products such as Sprint PCS and Verizon wireless phones, Dish network satellite TV and Sirius Satellite Radio. It has also honed its approach to women, with store redesigns and increased efforts to hire female managers.

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