DALLAS: In a bid to widen its universe of potential consumers, CompUSA last week hired Lagrant Communications to handle PR and advertising for the US African- American market.
DALLAS: In a bid to widen its universe of potential consumers,
CompUSA last week hired Lagrant Communications to handle PR and
advertising for the US African- American market.
The selection of the Los Angeles-based integrated shop capped off a
comprehensive search involving at least three other firms, according to
CompUSA PR director Suzanne Shelton. She declined to name the
competitors or the value of the account.
The Dallas-based computer retailer, which handles most of its general
corporate PR in-house, has never had an agency of record for corporate
PR, according to Shelton. Lagrant was chosen ’because they are
well-respected and there was that ’click factor.’’
CompUSA has also initiated a search for an agency to reach the Hispanic
community. The search for these specialized firms began after president
and CEO James Halpin announced on a radio program in October that he
wanted to reach a broader audience.
Most of Lagrant’s work will be ads, with the PR program largely centered
around sponsorships and cause-marketing.
Founded 10 years ago, Lagrant boasts 12 employees and billings of around
dollars 3 million. Clients include Merrill Lynch, Edison International
and GTE.
