RadioShack's new chief marketing officer, Jennifer Warren, says that it will take more than an ad campaign for the chain to make a turnaround. "We're working with HR, operations, merchants to build a relevant brand expression, and the messaging moving forward will reflect that," she said. The former Razorfish executive said she is making "wholesale changes to the business" and lessening its focus on mobile in favor of making people "aware we have these great brands." She said the company is sticking with agencies Grey, Mindshare and Weber Shandwick.

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