Best Buy, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Best Buy is an international consumer electronics chain with operations in the United States, Canada, Europe and China. The retailer sells technology and entertainment products and services under the Audiovisions, The Carphone Warehouse, Future Shop, Geek Squad, Jiangsu Five Star, Magnolia Audio Video, Pacific Sales Kitchen and Bath Centers and Speakeasy brands.
|Main Telephone||(612) 291-1000|
|Main Fax||(612) 292-3813|
Best Buy, Inc. ContactsContacts (5/65)
|Mike M.||Chief Merchandising Officer||MN|
Sample of Associated Brands
|Sharon M.||Chief Administrative & Financial Officer||MN|
|Hubert J.||President & Chief Executive Officer||MN|
|Shari B.||President, International & Chief Human Resources Officer||MN|
|Matt F.||Chief Communications & Public Affairs Officer||MN|
|Best Buy, Inc.||*********|
|Best Buy Mobile||*|
|**** *** ******||******* *********||media buying & planning||unknown||present|
|**** ***, ***.||********||Multicultural||unknown||present|
|**** ***, ***.||******* *********||Digital, Media Buying, Media Planning||unknown||present|
|**** ***, ***.||****** ***********||creative||unknown||present|
|**** ***, ***.||**** *****||Creative||2015||present|
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Campaign Imminent: Former No. 7 Best Buy hires Grey for holiday, pre-Super Bowl work
Subject: Digital, e-mail, loyalty, martech, adtech, TV, print
Company: Best Buy (BB) the world's largest electronics retail chain
Opportunity: Best Buy, formerly No. 7 on the Grey, NYC to handle two upcoming campaigns: The first will support the key holiday sales period and the second will tout home theater offerings in January ahead of the Super Bowl. Sellers – no big surprises here since these are historically two of BB’s biggest buying periods. Decisions should already be made for holiday branding and product category campaigns, so focus more on the Super Bowl at this point.
An advantage tends to go to endemic publishers, particularly sports, magazine and technology. Also, it appears that BB is in the midst of a big programmatic push, which makes sense considering its ongoing shift away from traditional to digital (research
Scope: Specifically, Gray is tasked with campaign creative development, design, social strategy and content, digital and CRM. It’s creating digital video and TV to support the BB brand, along with vendor messages for companies like Apple, LG and Samsung, according to Adweek.
Incumbent: This comes after BB moved away from an AOR model earlier this summer to work with shops per-project instead. As such, longtime creative AOR CP+B will no longer be on the account once the summer and back-to-school campaigns are complete. However, the MDC shop may still work on future projects.
Media Spend: BB spent $347 million on measured media last year, down from $425 million in 2013, according to Kantar Media. TV still makes up most of BB’s annual ad budget but it’s shrinking, along with print. Since 2012, ad investments have moved towards digital as part of CEO Hubert Joly’s “Renew Blue” cost cutting turnaround plan.
Digital Shift: Besides display, the shift includes taking advantage of targeted email campaigns via the Athena customer database platform introduced last year. Best Buy uses Athena to send of personalizing marketing messages to individual customers, including around events like birthdays and anniversaries.
Over time (Best Buy believes Athena is a two-to-three year journey), marketing will shift more to targeted e-mails, building greater engagement with loyalty program and credit card customers. Athena will also be used to run programs around key buying occasions, such as life events, registry, gifting and moving.
Best Buy, Inc.
7601 Penn Ave. South
Richfield, MN 55423
Chief Marketing Officer
Senior Vice President, US Marketing