HH Gregg seeks to expand its footprint

CHICAGO — Indianapolis-based appliance and electronics retailer HH Gregg is looking to Leo Burnett USA and Spark SMG, a full-service media agency of Starcom MediaVest Group, to help it expand brand awareness for its products.

"From the beginning, Leo Burnett and Spark demonstrated a deep understanding of our business and our vision for the future," said Jeff Pearson, SVP of marketing. "After a diligent process we chose Leo Burnett and Spark as the best agencies to help us build a winning national brand."

Leo Burnett will lead all brand positioning, strategy and creative initiatives for HH Gregg, and Spark will conduct all media buying and planning, including traditional and digital media.

HH Gregg is a growing retailer of home appliances and consumer electronics, which operates more than 228 stores throughout 65 markets in the United States and is located primarily in the Midwest, Southeast and Mid-Atlantic regions.

"When we first met the HH Gregg team there was immediate chemistry between our two organizations," said Bill Hickman, chief growth officer of the Leo Burnett Group. "Now, four months later as we announce our new relationship, I have no doubt that this initial 'chemistry' will result in a longstanding partnership filled with genuine collaboration and transformational creative work."

The account will be led from the Chicago offices of Leo Burnett and Spark SMG. The first campaign is scheduled to launch later this year.

"HH Gregg is a key player in the electronics market. As they continue to grow, we look forward to working with them to introduce their brand to new audiences in new areas of the country," says Chris Boothe, CEO of Spark SMG.

The specialty retailer carries home appliances, televisions, computers, consumer electronics, home entertainment furniture, mattresses, fitness equipment and related services in Alabama, Delaware, Florida, Georgia, Illinois, Indiana, Kentucky, Louisiana, Maryland, Mississippi, Missouri, New Jersey, North Carolina, Ohio, Pennsylvania, South Carolina, Tennessee, Virginia, West Virginia and Wisconsin.

Leo Burnett works with leading brands such as the Coca-Cola Company, Fiat, Kellogg's, McDonald's, Nintendo, P&G, Samsung and Tata.