RadioShack has tuned in Weber Shandwick as its agency of record for PR, following a review.
WS, led by its Dallas office, will work with Interpublic units Current Lifestyle Marketing and multicultural firm AXIS for the electronics retailer’s PR, CSR and digital efforts.
Incumbent Cohn & Wolfe, which handled the launch of Radio Shack as “The Shack” in 2009, did not pitch. GCI Group, which was absorbed by C&W, was Radio Shack’s previous agency.
Molly Salky, VP of investor relations for Dallas-based Radio Shack, said hiring WS to develop and execute the company’s “framework for PR” allows it to focus more on marketing and merchandising.
Radio Shack operates 4,670 stores in the U.S and Mexico, in addition to thousands of kiosks and dealer outlets worldwide.
The company said Nov. 29 that it has kicked off a formal review of its creative advertising duties for the U.S. via Select Resources International. It spent $206M on ads in 2010.
Butler, Shine, Stern and Partners is the incumbent dating back to “The Shack” launch in 2009.