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Shop Direct consolidates marketing and media into Dentsu Aegis Network


By John McCarthy, Opinion Editor

March 22, 2017 | 2 min read

Online retailer Shop Direct has handed the marketing and media comms for its brands including,, and to a single partner - Dentsu Aegis Network.

Shop Direct

Shop Direct courts the Dentsu Aegis Network

The move represents a major consolidation of its media buying agencies extending Dentsu’s Vizeum and Amplifi’s handling of media planning, buying and partnerships. Additionally, Amplifi handles programmatic, Fetch is on mobile, marketing effectiveness comes from Data2Decision and content has went to John Brown Media.

The partnership will be handled by an integrated team called Pace, housed in dedicated spaces at both Shop Direct’s Liverpool headquarters and Dentsu Aegis Network’s Triton Street.

Alex Baldock, group chief executive of Shop Direct said: “Our customers love shopping on smartphone but they’re impatient. We’ve got just seconds to wow them and a five inch screen to do it on. That’s why mobile personalisation powered by our unique data asset is vital. This innovative new partnership with Dentsu Aegis Network will supercharge our digital marketing, making us even better at delivering the thumb stopping content our customers crave.”

Tracy De Groose, chief executive of Dentsu Aegis Network UK & Ireland added: “[Pace] allows us to work in a truly connected and collaborative way, to deliver different and better ideas, faster. Through our unique and powerful partnership and the creation of PACE, we hope to bring tomorrow’s thinking and insights to today’s marketing solutions.”

It follows a report from the ISBA revealing that more advertisers are wanting to bring agencies on-site and inhouse.

Business on the Move Shop Direct Media

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Dentsu Aegis Network

Dentsu Aegis Network Ltd. is a multinational media and digital marketing communications company headquartered in London, United Kingdom, and a wholly owned subsidiary...

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