Hasta La Creative!

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“Extremely relaxing.”

Advertising Agency: Lowe, Brussels, Belgium
Creative Director: Véronique Hermans
Art Director: Ad Van Ongeval
Copywriter: Dieter De Ridder
Photographer: Frank Uyttenhove
Retouching: Dominique Piccinato
Published: 2009

When the economy headed south, Pepper Group decided the best way to help itself was by helping others. Tim Padgett, president-CEO of the Palatine, Ill.-based marketing-communications firm, explains why his company created a new business called Volunteer Gear.

According to an article in PC World, starting today, in an apparent move to become a more upscale brand, the electronic retailer best known for transistors, capacitors, and other relatively obscure doo-hickeys will change its name to “The Shack” and focus more on mobile technology. While Radio Shack, I mean The Shack, has always carried flat screen TV’s, laptops, and cell phones, is the gradual shift from hardware accessories consistent with its brand? Do consumers automatically think of Radio Shack, I mean The Shack, when they need the latest in wireless technology?

Exactly.  The shift from its original focus means the encroachment into traditional electronic retail. How competitive is The Shack compared to the big boys of electronic retail – Best Buy, Circuit City, Walmart, etc. – especially considering the comparatively microscopic store size?

Today’s launch includes a live event called “Shack Summer Netogether,” featuring two 17-foot laptop computers in NYC and San Francisco, allowing live video and audio exchanges between the two cities via webcam.

In an interview with PC World’s Jeff Bertolucci, CMO Lee Applbaum says the new moniker stems from loyal customers, associates, and investors referring to the company as The Shack. Applbaum also mentions that while they have a loyal customer base in electronic parts, they’re also aggressively targeting mobile technology. “You will see a real focus on mobility and wireless products from leading brands in our new advertising.”

Stay tuned to see how this risky move unfolds.

Sara Barton is a copywriter, social media strategist, and avid blogger who is in search of her next opportunity. Contact her via Twitter, LinkedIn, or her blog.

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