OPERATIONS

Parago launches entirely Spanish language fulfillment offering

BY Staff Writer

Lewisville, Texas — Parago, a leading provider of consumer and corporate incentives, announced the launch of a promotional fulfillment service offering designed to reward and communicate to clients’ Spanish-speaking customers in their language of preference.

The new Spanish-language program tailors all communication touch points to the language of the customer’s choosing during reward submission. For example, once a customer identifies preference for the Spanish language, all following communication will be tailored to this preference. Solo Spanish will not only provide better customer service by communicating in native or language-of-preference, it will also make consumer incentives fulfillment more personalized. Some consumer promotions include two languages in all written fulfillment materials – both English and Spanish. Parago’s new program will only have a single version of each communication piece in the language that the consumer selected, speaking directly to the customer and reducing the volume of communication materials.

MetroPCS Communications, a leading provider of unlimited, no annual contract, flat-rate wireless service, has implemented Solo Spanish with great success.

“MetroPCS’ customer-base has a large Spanish-speaking component,” said Phil Terry, senior VP corporate marketing, MetroPCS. “We work with Parago to help drive customer acquisition, deliver incentives and maintain ongoing engagement with our valued customers and now, with dedicated Spanish-language communication, we are able to better serve our customers.

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OPERATIONS

RadioShack on hunt for creative agency

BY Staff Writer

Fort Worth, Texas — RadioShack Corp. has initiated a formal review of its creative agency of record for the U.S. general market. RadioShack reported total advertising expenses of approximately $206 million for the fiscal year ended Dec. 31, 2010.

To help navigate the review process, RadioShack has retained the services of Select Resources International (SRI), an agency-review consulting firm based in Santa Monica, Calif.

The retailer said the search will focus on identifying world-class agencies capable of delivering transformational creative concepts in a highly competitive retail landscape.

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OPERATIONS

City Sports makes executive appointments

BY Staff Writer

Boston — City Sports announced the appointment of Debi Binder to VP marketing and Dana Klein to director of e-commerce.

Binder most recently served as a senior VP for CCA Global Partners. Prior to City Sports, Klein managed operations and merchandising at Puma North America for the brand’s shop.puma.com site.

Binder and Klein are the latest additions to the retailer’s growing organization, which opened three new retail stores in the past year in Washington, D.C., Wayne, Pa., and Wellesley, Mass. The brand also updated and relaunched its private label earlier this year with the unveiling of the CS by City Sports apparel line in the spring.

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