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
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
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).