FORT WORTH, Texas, April 6, 2012 // PRNewswire // -- RadioShack Corp., a leading national retailer of innovative mobile and technology products, services and accessories, today announced that the Company has selected Grey New York as its lead advertising agency of record, concluding a comprehensive review process that commenced in November 2011.
"Grey ranks among the most respected, innovative and creative agencies in the advertising landscape," said Jim Gooch, president and CEO of RadioShack Corp. "We're thrilled for the opportunity to collaborate with this team as we continue transforming our brand, with a sharp focus on building consumer awareness of our wireless offering and driving traffic into our stores."
Grey New York will support creative strategy and execution for RadioShack's entire marketing ecosystem: in stores, television, online, social media, mobile media, digital media, printed circulars, outdoor and other categories, including focus on Hispanic applications across all of these channels.
The transition to Grey is expected to be complete in June 2012. RadioShack reported total advertising expenses of approximately $209 million for the fiscal year ended Dec. 31, 2011. RadioShack's review process was directed by Select Resources International, a consulting firm based in Santa Monica, Calif.
"This brand has so much potential," said Michael Houston, managing director for Grey New York. "We believe that with all the current cultural trends, there's no better time for an iconic brand like RadioShack. We can't wait to get started on our work together."
RadioShack's primary account team will be based in New York. Grey New York is the headquarters and flagship office for Grey Group, a 94-year-old wholly owned marketing communications network within WPP Group.
RadioShack (NYSE: RSH) is a leading national retailer of innovative mobile technology products and services, as well as products related to personal and home technology and power supply needs. RadioShack offers consumers a targeted assortment of wireless phones and other electronic products and services from leading national brands, exclusive private brands and major wireless carriers, all within a comfortable and convenient shopping environment. RadioShack employs a team of approximately 34,000 knowledgeable and helpful sales experts globally. RadioShack's retail network includes approximately 4,700 company-operated stores in the United States and Mexico, 1,500 wireless phone centers in the United States, and more than 1,100 dealer and franchise locations worldwide. For more information on RadioShack Corporation, please visit www.radioshackcorporation.com; to purchase items online, please visit www.radioshack.com. RadioShack® is a registered trademark licensed by RadioShack Corporation.
SOURCE RadioShack Corporation