After partnering with Butler, Shine, Stern and Partners for the last two-and-a-half years, Radio Shack is ready to refresh its agency relationships and has now launched a formal creative review of its $200 million account. BSSP, which coined “The Shack” for the chain among other things, is expected to join in on the review that will be aided once again by consulting firm, Select Resources International.

In a statement, Radio Shack EVP/CMO Lee D. Applbaum says, “Although our brand transformation is far from complete, the needs of the business and demands of the competitive and macroeconomic landscape require a different approach to our creative strategy and execution. Consequently, we must ensure that we are aligned with a partner who can develop and execute retail-centric creative focused ultimately on driving consideration and traffic.”