Radio Shack re-brands itself for new campaign

Fort Worth, Texas RadioShack Corp. is re-branding itself as “The Shack” with a new television, print and digital campaign.

The company is not changing its name, but does intend to use “The Shack” as part of a marketing campaign as a part of an effort to make the brand sound more appealing to potential customers.

The company’s new marketing and creative materials will be unleashed with “The Shack” brand name on Aug. 6. The campaign will be supported through television ads, as well as print and media advertisements.

RadioShack has hired creative agency Butler, Shine, Stern and Partners to handle the creative materials.