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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
Primary Address
7601 Penn Avenue, South
Richfield, MN 55423

Best Buy, Inc. Contacts

Contacts (5/68)
Name Title State
Mike M. Chief Merchandising Officer MN
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (612) 291-1000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 7601 Penn Avenue, South
Richfield, MN

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

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend *
Best Buy, Inc. *********
Insignia *
Geek Squad *****
Best Buy Mobile *

Agency Relationships

Brand Agency Service From To
**** *** ****** ******* ********* Media Buying, Media Planning, Multicultural unknown present
**** ***, ***. ******* ********* Digital, Media Buying, Media Planning, Multicultural unknown present
**** ***, ***. ****** *********** creative unknown present
**** ***, ***. **** ***** Creative 2015 present
*******.*** ******* ********* Digital, Media Buying, Media Planning, Multicultural unknown 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

Additional Insight

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
(612) 291-1000 

Greg Revelle 
Chief Marketing Officer
(612) 291-1000

Scott Moore
Senior Vice President, US Marketing
(612) 291-1000