GCI to power RadioShack, MSN in-store partnership

FORT WORTH, TX: RadioShack and Microsoft Network (MSN) have tapped GCI Group to help with the consumer launch of their store-within-a-store partnership this fall.

FORT WORTH, TX: RadioShack and Microsoft Network (MSN) have tapped GCI Group to help with the consumer launch of their store-within-a-store partnership this fall.

FORT WORTH, TX: RadioShack and Microsoft Network (MSN) have tapped

GCI Group to help with the consumer launch of their store-within-a-store

partnership this fall.



According to RadioShack media relations director Kay Jackson, GCI and

Rogers & Cowan were invited to submit proposals for the project. Both

firms were also asked to pitch for the spring launch of RCA’s in-store

centers. However, a partnership between Warner Entertainment and MP3.com

- a GCI client - created a conflict that kept the agency from pursuing

the RCA project. R&C won that account.



Jake Drake, associate managing director of GCI’s Los Angeles office,

will oversee the RadioShack/MSN project, with support from the firm’s

Atlanta, Chicago, San Francisco and New York branches.



Laura Moore, RadioShack’s VP of PR and corporate communication, said she

was impressed with GCI’s knowledge and enthusiasm. ’We selected GCI

based on their understanding of the key influences that drive consumer

adoption of technology in the home,’ she explained. The final decision

was made by teams from both companies, led by Jackson and MSN lead

product manager Deanna Sanford.



GCI will handle outreach to consumers and trades, while RadioShack’s

in-house team will deal with analysts. A New York event for analysts is

scheduled for September, while the consumer launch date is yet to be

determined, Jackson said.



Although she would not discuss the value of GCI’s contract, Jackson

noted that RadioShack and MSN will divide the costs equally.



MSN’s dial-up service can already can be purchased at RadioShack, and

the two companies are building Microsoft centers in more than 5,000

stores nationwide. The fall PR blitz will push broadband service,

Jackson said.



RadioShack will offer telephone-based digital subscriber lines provided

via NorthPoint Communications and two-way satellite connections through

a partnership with Israel-based Gilat Satellite Networks.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in