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,
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.