RadioShack conducting creative agency review

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RadioShack Corp. announced it is in the early stages of an RFP for a new creative agency of record (AOR). Eric Bruner, RadioShack's director of corporate communications, said the assignment will focus on all marketing channels, including direct and digital marketing. RadioShack will decide on the AOR in March 2012.

Incumbent agency Butler, Shine, Stern and Partners (BSSP) is expected to participate in the RFP, Bruner said. The Sausalito, Calif.-based agency had served as the creative advertising AOR for RadioShack since April 2009.

Bruner said RadioShack was proud of the work it had done with BSSP, including introducing the company's brand-creative platform “The Shack.” He said it is RadioShack's policy to “review these relationships routinely.”

A BSSP representative was not immediately available for comment. 

RadioShack spent approximately $206 million on advertising in 2010. Bruner would not reveal how much the company would spend on advertising this year or how much it planned to spend in 2012.

Bruner also refused to detail how many or which agencies RadioShack would invite to participate in the RFP. “This is still in the very early stages,” he explained.

RadioShack's media planning and buying will continue to be managed by WPP's Mindshare.

The retailer struggled during the third quarter of 2011. Although revenue increased 3% to $1.03 billion, net income decreased 99% from $46 million to $0.3 million. The company operates 4,670 stores in North America.

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