RICHMOND, VA: Consumer electronics retailer Circuit City has selected Fleishman-Hillard as its new US AOR. Fleishman's Washington, DC office will lead the account.
The other finalists were Carter Ryley Thomas, Ogilvy PR Worldwide, and Stanton Crenshaw, said Circuit City director of corporate communications Bill Cimino. Weber Shandwick, who previously handled the account, did not participate in the review.
"We were impressed with their proposal and their people," said Cimino of Fleishman. "They had the capabilities of a large agency, yet the feel and intimacy of a smaller agency. And they had some experience in consumer electronics as well."
Fleishman will focus on both corporate and consumer PR. While helping with specific upcoming initiatives around Mother's Day, Father's Day and summer vacation, Fleishman will also help Circuit City focus on the "bigger picture, making sure that we doing the right things tactically," said Cimino. "We really want to take PR to the next level."
Circuit City is the number two consumer electronics retailer, behind Best Buy, in a fiercely competitive market where consumers are often drawn to whomever can offer the lowest prices for popular electronics such as DVD players and digital cameras.