Best Buy consolidates media with Starcom


Best Buy has consolidated its nearly $300 million planning and buying account with Publicis Groupe’s Starcom. The account was previously split, with Starcom managing buying while planning was held by Crispin Porter + Bogusky (it remains their creative AOR).

Best Buy began using a new marketing-mix model over the summer, so this move adds to an integrated partnership with Razorfish and Tapestry under the Publicis umbrella.

Best Buy began shifting more money into TV this fall, increasing spend in the medium by a low double-digit percentage. In 2009, it spent $150 million on TV advertising; network TV ads accounted for $65 million of that figure, said AdAge.

Earlier this week Starcom won Darden Restaurant’s Red Lobster, Olive Garden and LongHorn Steakhouse media accounts, also totaling $300 million.