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RadioShack seeks out new creative agency


FORT WORTH, Texas RadioShack announced that it has begun a review of advertising agencies for the creative portion of its business. The company said it is looking for a candidate agencies capable of delivering creative concepts that are truly break-though, both in retail and consumer electronics. RadioShack reported advertising expenses of approximately $220 million for the fiscal year ended December 31, 2007.

The company has hired the Santa Monica, California agency review consulting firm, Select Resources International (SRI), to help them conduct the review.

"We're looking for a highly strategic and creative agency partner that can offer an integrated creative solution across all channels and consumer touch points, and bring a fresh, new perspective on a brand with tremendous heritage. Importantly, our selected partner will possess an established track record of success in retail marketing, a depth of talent to manage a complex account, and an ability to hit the ground running with inspired creative," said RadioShack's chief marketing officer Lee Applbaum.

RadioShack plans to appoint its agency of record by the end of March. The scope of the creative assignment will include strategic and account planning plus creative development across all channels including digital and new advertising media. Advertising media planning and buying fall outside of the scope of the assignment and are not in review. Carat is RadioShack's media buying agency of record.

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