RadioShack appoints Weber Shandwick AOR

FORT WORTH, TX: National electronics retailer RadioShack has named Weber Shandwick its AOR following a review.

FORT WORTH, TX: National electronics retailer RadioShack has named Weber Shandwick its AOR following a review.

In its new role, Weber will work with sister Interpublic Group agencies Current Lifestyle Marketing and Axis to support RadioShack's PR, CSR, and digital efforts in the US and internationally. The contract is for one year. Current is a brand marketing firm, and Axis handles multicultural marketing.

“Weber Shandwick, Current, and Axis came to us as an integrated team with the media relationships and the track record of driving measurable results that we were seeking in an agency partner,” said Molly Salky, VP of investor relations at RadioShack. “Their insights on leveraging our position as a mobile authority and their approach to partnering with their clients made them an ideal fit for our business.”

Weber's responsibilities will include “developing and implementing a strategic news bureau program” to drive traffic, sales, and consumer awareness for the brand, Salky said. She added that the budget for the news bureau is in the “high six figures.” The agency will also leverage other RadioShack initiatives, such as its Mobile Product Support service, to increase brand recognition.

“We'll be working with them to try to raise their profile both in national media, as well as some of their key local markets,” said Jody Venturoni, president of Weber Shandwick Southwest. “They have a pretty robust social media capability internally, so we're going to look to see where we can fill in and plug the gaps for them.”

She added that the firm is working on a holiday campaign for the brand with the ultimate goal of boosting sales.

“As a retail organization, they are very sales driven. As you would expect, their PR program is built around trying to figure out how to drive sales,” explained Venturoni.

RadioShack said this week that it is searching for a creative AOR in the US. Butler, Shine, Stern & Partners is the company's incumbent creative shop. It also works with IMC2 on digital and Mindshare on media buying.

The company previously worked with Cohn & Wolfe. The brand launch the nickname “The Shack” in 2009 as part of its rebranding efforts.

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