M&C Saatchi has been appointed by Dixons Retail to handle their social media activity after winning a five way pitch.
The commission will complement M&C Saatchi’s existing work for the firm, which includes PR, media buying and all above the line advertising and will entail creating content and managing communities for all the retailers’ social media channels.
Charged with positioning the electrical retailer as the UKs most helpful and inspirational the ad firm will oversee all the Dixons Retail brands; including Currys, PC World, KNOWHOW, KNOWHOW Movies and Dixons Travel.
Amanda Clift, head of marketing at Dixons Retail said: “Social media plays a critical role in the next phase of the evolution of our brands. We have worked hard to become a retailer that is helpful and inspiring, and social media allows us to further demonstrate our commitment to these values. M&C Saatchi Group was the ideal partner to help us with this and their thinking and approach put them ahead of the four other social media specialist agencies that pitched.”
Chris Hides, MD M&C Saatchi PR added: “Dixons Retail has undergone a huge change in recent years, placing a renewed emphasis on the in-store environment and the customer experience. As a channel that can directly engage with customers, social media plays a critical role in building on this success.”