Dixons to review UK advertising strategy

Retail group Dixons could be seeking new PR partners following a review of its current advertising strategy.

The electronics and technology retailer plans to invite six to eight agencies to submit their credentials, with three to be selected to go up against the incumbent M&C Saatchi at a strategic pitch stage, reports MarketingWeek.

Two will then be chosen for a final creative pitch in a process that could last up to four months, as part of Dixons' efforts to ensure its UK ad account is properly aligned with new trends in electronics retail and the wider industry.

In recent months, the company has enjoyed an increase in sales and an improved market share and now wishes to reinforce its brand strength in the UK and Northern Europe.

A Dixons spokesman said: "We want to take advantage of new ideas and thinking. The advertising agency pitch will ensure that we are working with the right creative and strategic partner to drive long-term business growth."

Dixons operates the Currys and PC World brands and owns more than 500 stores across the UK and Ireland.