Best Buy Picks Ad Agency BBDO New York
The CE retail giant Best Buy, which dismissed its in-house ad agency from most of its functions in March, awarded its lucrative advertising account to the New York agency BBDO on Friday, Advertising Age reported on its Web site.
BBDO captured the account, which carries an estimated value of $200 million, by beating out rival agencies Crispin, Porter & Bogusky and GSD&M. The firm, whose initials stand for Batten, Barton, Durstine & Osborn, also counts Sony, Motorola and Mitsubishi as electronics industry clients.
The new firm will handle account planning and strategy, and will start off with internal projects, Advertising Age said. In March, Best Buy announced that it would seek an outside ad agency; Best Buy Advertising will remain in existence and will continue to handle Best Buy’s newspaper inserts, as well as certain marketing campaigns.