Dixons to push Knowhow service brand

Dixons Retail is to promote its installation and after-sales care brand, Knowhow, through ad campaigns for its Currys and PC World stores.

Knowhow: Dixons' new service brand set for launch
Knowhow: Dixons' new service brand set for launch

Knowhow, which is to replace the retailer’s existing Tech Guys maintenance brand, will offer services to buyers of gadgets and white goods.

Currys will continue to run its Star Wars-themed ads, developed by M&C Saatchi, with a major push planned in the build-up to Christmas. The Knowhow branding will be carried on these ads, as well as on a series of PC World executions planned for the summer.

‘Dixons’ scale gives us access to unusual parts and expertise,’ said Tim Fairs, Dixons Retail’s head of marketing.

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