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Brothers and Sisters Dixons Carphone Karmarama

Carphone Warehouse hands £10m brief to Brothers and Sisters

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By Jennifer Faull, Deputy Editor

November 18, 2014 | 2 min read

Carphone Warehouse has hired Brothers and Sisters to handle its digital and content work estimated to be worth circa £10m, The Drum understands.

The brand picked Brothers and Sisters following a competitive pitch against CHI & Partners, Karmarama and Adjust Your Set.

Carphone Warehouse was CHI's founding client and has worked on TV campaigns such as 'Something Wonderful' and the ongoing 'Scrimpers' work, which launched in September 2013.

CHI & Partners has retained the advertising account, although it's understood that the win will pave the way for more of the brand's budget shifting from traditional TV advertising to digital and content-led marketing further down the line.

The news, which marks the brand's first dedicated content marketing agency, comes as Dixons Carphone kicked off a review to consolidate its £90m media business following the merger in August this year.

Carphone Warehouse’s agency hunt kicked off in July.

Brothers and Sisters declined to comment, and The Drum was awaiting response from Carphone Warehouse at the time of writing.

Update: A Carphone Warehouse spokesperson confirmed the appointent of Brothers and Sisters.

"The agency team is currently undertaking an exciting new content project with us. CHI will maintain its current position as the above the line and brand agency.”

Brothers and Sisters Dixons Carphone Karmarama

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