PC World hunts for shop to help build the brand through the line

PC World, the giant computer retail chain owned by the Dixons group, is expanding its roster of marketing services providers by looking for a direct marketing agency.

PC World, the giant computer retail chain owned by the Dixons

group, is expanding its roster of marketing services providers by

looking for a direct marketing agency.



Four agencies are pitching for the task: WWAV Rapp Collins, Barraclough

Hall Woolston Gray, Brann SJA and Bates Communications. Full details of

the task are not known, although it is believed to be heavily weighted

towards helping to build the PC World brand through the line.



An agency source said: ’PC World is conscious that it doesn’t have a

substantial brand positioning. The brief is not about conveying the

price message but establishing its place in the market.’



Another source added that the brief was geared towards the business

market.



Direct marketing will also be used to unify the component parts of PC

World: the retail outlets, its role in the Dixons Group Business

Services premiums and incentives service and the mail-order service, PC

World Business Direct.



M&C Saatchi, as PC World’s advertising agency, is thought to be

unaffected by the review, and will continue to take the lion’s share of

the consumer-targeted advertising. PC World puts most of its spend into

full-page press work, focusing on product and price information. It also

ran a TV campaign depicting its sales assistants as computer fans last

autumn.



Walker Media picked up the media planning and buying for PC World when

it scooped the pounds 108 million media business for the Dixons group -

which also includes Dixons stores, Currys and the Link outlets

(Campaign, 20 February).



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