Adweek reported RadioShack has selected a new White advertising agency which is actually Grey—that is, Grey New York. Oddly enough, RadioShack’s chief marketing officer left the company last month, and the retailer has yet to identify a successor. This puts Grey in an uncomfortable position; it’s as if they just got married, with the spouse to be named later. Then again, does it really matter? The true problems RadioShack faces will not be solved by a White agency, as evidenced by the photo above. Incumbent Butler, Shine, Stern & Partners’ “The Shack” branding is lost in the overall customer experience. The place continues to feel like a five and dime for pocket-protector-wearing CB enthusiasts.
RadioShack Selects New Creative Agency
Incumbent Butler, Shine declined to defend
By Andrew McMains
The Shack has a new lead agency. The New York office of Grey won RadioShack’s creative account after a review, according to sources.
The WPP agency succeeds Butler, Shine, Stern & Partners on the business. The brand spends an estimated $200 million annually on advertising.
McCann Erickson and Goodness Mfg. were the other finalists in the review, which began in November. Select Resources International in Santa Monica, Calif., managed the search.
Butler, Shine, Stern & Partners of Sausalito, Calif., had worked on the brand since 2009. The incumbent was invited to defend, but ultimately declined.
Media planning and buying efforts were not in play and remain at WPP’s Mindshare.
In an odd coda to the review, Lee Applbaum, RadioShack’s chief marketing officer since 2008, exited the retailer last month. The company has yet to name a successor in that role.
Grey did not return calls, and the Fort Worth, Texas-based RadioShack could not immediately be reached.
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