Fort Worth, Texas -- RadioShack Corp. said Thursday it has selected Grey New York as its lead advertising agency of record, concluding a review process that first launched last November.
"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," said Jim Gooch, president and CEO of RadioShack Corp.
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. The retailer’s advertising spend was about $209 million in the last fiscal year.