CompUSA taps Lagrant as gateway to black America

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.

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.



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