RICHFIELD, MN: Best Buy hired Edelman to handle its holiday account in the US and Canada, effective this week, following a competitive RFP process that began in February.
As PRWeek previously reported, the account consolidates the company's holiday programs, including the Best Buy brand work, formerly handled by MS&L, and the Geek Squad business, which Ketchum had worked on.
Lisa Hawks, director of PR at Best Buy, said, “We felt that based on the challenge we put forth in the RFP to develop a groundbreaking holiday program and approach, [Edelman] accomplished that.”
The agency will be working on the account from a variety of office locations, she added.
She said the brand's three other agencies, including Weber Shandwick, which has worked on its CSR efforts, participated in the pitch and will remain on the company's roster.
She would not elaborate on how the new appointment impacts the size or nature of the agencies' accounts, but explained that aside from the holiday business, the agencies will handle “existing things they'd been working on.”
Hawks also would not disclose terms of Edelman's contract.
Ketchum and MS&L declined to comment. Weber Shandwick and Edelman did not immediately return calls for comment.