Butler Shine was responsible for developing "The Shack" platform
for the electronics retailer in a play to help modernize the brand.
According to a company spokesman, "The Shack" branding "will
continue to be part of the conversation."
Said Lee D. Applbaum, executive VP-chief marketing officer for
RadioShack Corp., in a statement: "We are tremendously proud of the
progress we've made in collaboration with our partners at BSSP,
energizing our iconic retail brand and igniting fresh conversations
with consumers about RadioShack and mobility. Although our brand
transformation is far from complete, the needs of the business and
demands of the competitive and macroeconomic landscape require a
different approach to our creative strategy and execution.
Consequently, we must ensure that we are aligned with a partner who
can develop and execute retail-centric creative focused ultimately
on driving consideration and traffic."
RadioShack's overall ad expenses last year were more than $200
million. It remains to be seen whether RadioShack, which has 7,300
locations, will continue to invest the same level in advertising.
The retailer had a tough third quarter, reporting that net income
plummeted to less than $1 million from $46 million last year.
RadioShack said the winning agency will be responsible for
strategic and creative development across all marketing channels,
including digital, social, mobile, broadcast and print media.
Media-buying and planning duties, which are handled by WPP's
Mindshare, are not
in review. The company plans to complete the review process by
March 2012 and Butler Shine is expected to defend the business.
Contributing: Natalie Zmuda
