Top Agencies to Vie for Dixons Advertising Account

Dixons is scaling up to give its advertising strategy a review - following an increase in sales and market share, the retailer is keen to ensure its consumer message reflects their shift to e-commerce and multi-channel.

The brand is preparing to invite six to eight rival agencies to pitch for their account. While M&C Saatchi has been responsible for their UK advertising for the past 25 years, Dixons are looking now looking for an agency that ensures it stays ahead of new trends appearing not only in electronics retail, but the wider industry.

A Dixons representative explained: "We want to take advantage of new ideas and thinking. The advertising agency pitch will ensure that we are working with the right creative and strategic partner to drive long-term business growth."

Once three agencies are picked from the pack, they will compete against M&C Saatchi at the strategic pitch stage. Two will then be chosen for a final creative pitch. The entire process is expected to last up to four months.

Dixons have indicated that they are open to new opportunities and hope that the marketing review will engender how best to reach consumers moving forwards.

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