FORT WORTH, Texas /PRNewswire via COMTEX News Network/ -- RadioShack Corporation today announced that as part of its regular procurement process, it has begun a review of agencies for the media planning and buying responsibilities of its general-market business in the United States. The search seeks to identify and select a world-class agency capable of deploying innovative media strategies while leveraging cost efficiencies and maximizing return on investment. Carat USA is RadioShack's media agency of record and is expected to participate in the review. RadioShack reported advertising expenses of $215 million or 5.1 percent of total net sales for the year ended Dec. 31, 2008.
The company has hired Select Resources International (SRI), an agency-review consulting firm based in Santa Monica, Calif., to assist in the review. All inquiries about participation in the review should be referred to SRI at (310) 450-5777.
"We are constantly adapting our media strategy as the changing landscape-- driven largely by digital media --continues to create dynamic opportunities for our brand. This review is part of a regular practice intended to ensure that we have the best resources focused on leveraging those opportunities," said Lee Applbaum, chief marketing officer for RadioShack.
RadioShack plans to appoint its agency of record by the end of March. The scope of the assignment will include advertising media planning and buying across all channels, including digital and new advertising media.
RadioShack Corporation (NYSE: RSH), headquartered in Fort Worth, Texas, is one of the nation's most experienced and trusted consumer electronics specialty retailers, offering innovative products and services from leading brands. Our knowledgeable, helpful sales associates are committed to enhancing the in-store shopping experience by listening to our customers, offering advice, and partnering with them to find the best technology solutions that fit their needs. Operating from convenient and accessible neighborhood and mall locations, the company has approximately 4,470 company-operated stores; almost 1,300 dealer outlets; over 450 wireless phone kiosks throughout the U.S.; and approximately 200 company-operated stores in Mexico.
SOURCE RadioShack Corporation