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Dixons Carphone Plc | Company Profile, Marketing Contacts, Media Spend, Brands

Dixons Carphone Plc is one of the largest British consumer electronics retailers in Europe. the company owns and operates various retail brands including, Currys, Currys Digital, PC World, Dixons Travel and Electro World.

Main Telephone 020 8896 5000
Main Fax 020 8896 5005
Primary Address
Maylands Avenue
North Acton Business Park
Hemel Hempstead, Hertfordshire HP2 7TG

Dixons Carphone Plc Contacts

Contacts (5/18)
Name Title City
Sebastian J. Group Chief Executive Hertfordshire
Sample of Associated Brands
Email: *****@*******.***
Main Phone: 020 8896 5000
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Maylands Avenue
North Acton Business Park
Hemel Hempstead, Hertfordshire

Charles D. Chairman Hertfordshire
Roger T. Deputy Chairman Hertfordshire
Andrew H. Chief Executive Officer Hertfordshire
Nigel L. Chief Financial Officer Hertfordshire

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Carphone Whse - Prod Rge ********
Pc World *****
Dixons Carphone Plc *******
Currys / PC World ********
Currys *******

Agency Relationships

Brand Agency Service From To
******** **** - **** *** **** *** Media Buying, Media Planning 2015 present
******** **** - **** *** **** *** Media Buying, Media Planning 2015 present
******** **** - **** *** ****** **** ******* **** Creative, Digital 2017 present
****** **** *** Media Buying, Media Planning 2015 present
****** / ** ***** **** *** Media Buying, Media Planning 2015 present

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Dixons Carphone completes marcomms restructure; creative and media to come next?

Update (16 Dec): Since the merger, Dixons Carphone is anything but hurting. It seems to have been a very wise decision, as they are now worth £5.5bn following a share price jump and are keen to move overseas to the States.

They are also expected to post impressive half-year results on Wednesday, with increased sales of smartphone and TVs. Pre-tax profits are estimated to be up 35% to £105m, according to analysts at Numis. First-quarter trading was very promising, with reports of UK like-for-like sales at 10%.

Not only are they expected to continuing growing, but the company has also appointed M&C Saatchi PR to work across its brands, after a review that began in October. M&C Saatchi will work on brand positioning, alongside the delivery of brand campaigns and a national press office. With the restructuring of their marcomms since the merger, we wonder if more restructuring may occur across digital, creative and media. Perhaps they’ll seek a agencies with a global presence, since their decision to move across the Atlantic?

What will happen next? Consider reaching out for eCommerce opportunities, especially because recently-promoted Jeremy Fennell, who was Dixons’ eCommerce director for four years, became MD of the joint group and has such a history with eCommerce.

He will likely want to direct the Group towards a more prominent eCommerce presence (rather than simply relying on the prevalent brick-and-mortar shops that are popping up).

Subject: TV, Digital, Cinema, Radio, Online, eCommerce, Omni-Channel, Mobile, B2B, B2C.

Company: Dixons Carphone Group is Europe's leading specialist electrical and telecommunications retailer and services company, employing over 40k people in 14 countries.

Opportunity (Diffusion as its social media agency in July, the company has announced it is seeking a consumer PR agency to work across the merged brands.

Incumbent agencies are Edelman for Carphone Warehouse and M&C Saatchi PR for Currys and PC World (both agencies are repitching for the new account). The company is clearly seeking to join its companies under a single umbrella and consolidate agencies wherever possible.

Might a creative come next to take over the joint entity's creative endeavours? AMV BBDO has been Dixons' ad agency since Jan 2014. Keep a close eye out!

Decision Makers on the Move: In July, Dixons promoted its eCommerce director of four years, Jeremy Fennell to MD of Carphone Warehouse, replacing Graham Stapleton.

Mr. Stapleton and Mr. Fennell will work together until the new year, at which point Mr. Stapleton will leave to become executive chairman for the recently-announced Sprint Connect venture.

merged companies.

Mr. Diment will assume sole responsibility for Carphone Warehouse brand marketing, while also overseeing CRM and customer experience across the whole business. Mr. Booker will continue to lead marketing for the Dixons brand – which includes retailers Currys and PC World – while also taking on insight and PR across the business.

Marketing Investments: Contrary to fears that the recent restructuring would prompt job losses, marketing investments have actually increased. Mr. Diment stated that Carphone Warehouse has “significantly increased the size of its team over recent months” and that it still has a number of roles to fill.

In addition, marketing spend is shifting to digital and CRM. In the most recent “Super Mega Personalised” campaign (see video above), the advert points customers to its new PinPoint tool, which assists customers in their search for the right mobile phone and tariff.

The campaign is featured on a number of platforms, including social media, like YouTube and Carphone Warehouse's blog, as well as advertised on TV.

Media Spend: The company spent £51.7m in total measured media last year, 5% less than 2013. However, Cinema spend went up to £1.8m according to The List, as did Radio and TV. Every other category dropped, Internet seeing the most significant decrease.

For 2015 in Q1, spend went up 16% YoY, and for Q2, spend went down 30% YoY. TV, Press and Radio have been the highest investments thus far in 2015, followed by Direct Mail.

Agency Relationships: Dixons Retail hired AMV BBDO to handle its UK advertising account in January 2014, sacking long-time incumbent M&C Saatchi.

Nov. 2014 to handle its digital and content work estimated to be worth circa £10m.

new mobile network, iD.

Dixons Carphone Group
1 Portal Way, North Acton Business Park, London, W3 6RS, 020 8896 5000

Mr. Julian Diment **
CMO for Carphone Warehouse – CRM

Mr. Gary Booker **
CMO for Dixons – PR & Insight

Mr. Andrew Barratt
Head, Online Marketing

Mr. Mark Bowles **
Head of Marketing, MVNO

Mr. Jeremy Fennell
Managing Director, Dixons Carphone

** Emails cannot be verified at this time