Gorkana Insight & Analysis Team
The M&C Saatchi Group has been brought in by Dixons Retail to handle the retailer's social media activity following a five-way pitch.
The activity will be led by M&C Saatchi PR which will create content and manage communities for the retailer's social media channels. The Group’s media buyers, Walker Media, will develop commercial partnerships with the different channels, while the advertising agency at M&C Saatchi will oversee the strategy and develop ATL campaigns that work across social.
The work will cover all the Dixons Retail brands including Currys, PC World, KNOWHOW, KNOWHOW Movies, and Dixons Travel.
M&C Saatchi Group already handles the PR, media buying and all above-the-line advertising for Dixons Retail and the social media activity will complement the existing work, aimed at positioning Dixons Retail as the UK’s most helpful and inspirational electrical retailer.
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, said: "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."