The appointment, which is subject to final contract, will be a major boost for the Publicis Groupe agency, which has been the incumbent for Dixons, and its brands Currys, PC World and The Link, since 1998.
The agency fought off competition from WPP’s M/SIX, which has handled media for Carphone Warehouse for the past eight years, and its sibling agency MediaCom in a final shoot-out.
The review process was led by the Carphone Warehouse marketing director, Julian Diment, and Gary Booker, the chief marketing officer of Dixons.
Booker, chief marketing officer at Currys PC World, said: "We are delighted to have appointed Walker Media and ZenithOptimedia as Dixons Carphone's preferred media planning and buying agency resource.
"Having completed a thorough review process, we feel they are perfectly positioned to help drive our integrated business forward, reflecting our keen focus on helping customers by connecting them with the right, innovative technology. Walker Media and Zenith Optimedia share our ambitious, value-led plans for the future of the business; we look forward to working with them in this expanded capacity."
Diment, customer and marketing director at Carphone Warehouse, said: "Dixons Carphone has brought together some of the UK's most famous retail brands, and we are confident that in now bringing Walker Media and ZenithOptimedia together we have a partner that will help us to continue to put our customers at the heart of our business, in innovative and engaging ways."
Update: Dixons Carphone confirmed the win after Campaign broke the story on 15 January 2015.