Best Buy reinvents itself (again) to prosper in times of crisis

Best Buy, the electronics retailer, adapted at speed to the COVID-19 pandemic, a process driven by an in-house agency team that had built up many of the capabilities needed to meet a crisis.

Best Buy Co. knows how to stand up to – and jump back from – a crisis.

“A dozen years ago, people thought we were going to die,” said Molly Kinsella, Best Buy’s vice president, creative services.

The internet was going to kill the retailer, the story ran,...