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RadioShack selects Grey New York as advertising AOR

RadioShack Corp. has selected WPP subsidiary Grey New York as its advertising agency of record (AOR), said the electronics retailer in a statement.

Grey New York will develop and execute RadioShack’s entire marketing strategy, overseeing creative for television, in-store, online, social media, mobility, print and outdoors, said the release.

The transition to the new agency is expected to be complete in June 2012.

Grey New York replaces incumbent agency Butler, Shine, Stern and Partners (BSSP), following a search that began in Nov. 2011. Grey New York was selected after “a five-month competition that included McCann Erickson and Goodness Mfg,” said Owen Dougherty, CCO at Grey Group. He added it was too early to lay out further details on RadioShack’s future marketing direction.

In a statement, RadioShack CEO Jim Gooch said that Grey will help “continue transforming [RadioShack’s] brand, with a sharp focus on building consumer awareness of [RadioShack’s] wireless offerings and driving traffic into [the company’s] stores.”

The release also stated Grey New York would help target Hispanic markets across all channels. In recent years, many known brands have struggled reaching out to multicultural communities.

Eric Bruner, RadioShack’s director of corporate communications, declined to comment beyond the release.

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