RadioShack Corporation has 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.

“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.

Source: RadioShack Corporation

Net News Publisher for World News