Walker Media will have to double its staff numbers within the next
three months as it moves quickly to take on the pounds 108 million
Dixons media business.
The agency is expected to poach key staff working on the business at the
incumbent agency, MediaVest, although it is unclear whether this will be
possible before Dixons arrives at Walker Media in late spring. Senior
executives on the business, including Steve Anderson, who followed the
business to MediaVest from Zenith in 1995, are thought to have lengthy
At a stroke the pounds 108 million account, which incorporates Dixons
Stores, Currys, PC World and the Link outlets, crashes through Walker
Media’s target of pounds 100 million of new business in its first year
of operation. The agency officially opened its doors for business on 1
Walker Media scooped Dixons the business from under the nose of
MediaVest this week, although the move has been anticipated ever since
Dixons’ creative agency, M&C Saatchi, announced that it was launch-ing
its own joint venture media company, Walker Media, at the end of last
A brief statement from Dixons confirmed that ’after several very
productive years with MediaVest, Dixons Group has been evaluating its
options with a view to developing a more holistic approach to
advertising and, to this end, it will be transferring its media buying
to Walker Media’.
The decision to align media more closely with M&C Saatchi, which has a
50 per cent stake in Walker Media, is a testament to the creative
agency’s relationship with the Dixons Group as well as the strength of
the team now in place at Walker Media, headed by Christine Walker and
When Maurice and Charles Saatchi left Saatchi & Saatchi at the end of
1994, Dixons pulled its creative account out of Saatchis and into the
new M&C Saatchi agency and moved its media business from Saatchis’ media
shop, Zenith, into MediaVest (then called the Media Centre).
At the time reports suggested that the Media Centre was handling the
account at a very low commission level, and it has been suggested that
the business actually made a loss for the media company.