OPERATIONS

RadioShack selects lead advertising agency

BY Katherine Boccaccio

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.

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Rug Doctor selects Buxton to assist in CRM efforts

BY Katherine Boccaccio

Fort Worth, Texas — Rug Doctor said that it has chosen customer analytics firm Buxton to assist with the company’s customer relationship management strategy.

“It is imperative that we continue to grow in the understanding of our consumers, adapt to what they truly need and communicate with them in a strategic, timely and relevant manner,” said Walter Haug, VP marketing, Rug Doctor. “We chose Buxton to help enhance our CRM approach, drive further understanding of where future opportunities exist, and help us create and track a world-class direct marketing program.”

Rug Doctor will utilize Scout, a cloud-based real estate and marketing platform developed by Buxton. Rug Doctor will use the platform to perform analyses on customer winback strategies, direct marketing campaigns and more.

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Canada to review Target’s Canadian plans based on cultural requirements

BY Katherine Boccaccio

Toronto — A spokesman for the Canadian Heritage Minister said Thursday that the government will conduct a review of Target’s store opening plans in the country to ensure its books, DVDs, music and other cultural products have enough Canadian content.

The review, which comes as Target is laying the groundwork to open in 2013 the first of 125 to 135 stores in former Zellers locations, falls under a “cultural heritage” provision in Canada’s foreign-takeover law.

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