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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 0370 111 6565
Main Fax 020 8896 5005
Primary Address
1 Portal Way
London, London W3 6RS

Dixons Carphone Plc Contacts

Contacts (5/14)
Name Title City
Sebastian J. Group Chief Executive London
Sample of Associated Brands
Email: *****@*******.***
Main Phone: 0370 111 6565
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 1 Portal Way
London, London
W3 6RS

Charles D. Chairman London
Roger T. Deputy Chairman London
Andrew H. Chief Executive Officer London
Steve A. Group Commercial Director London

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

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

Agency Relationships

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

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Agency Opps: Dixons bolsters marketing team ahead of planning period

Subject: TV, Digital, Press, Outdoor, Cinema, Social, Radio, Direct Mail. 

Company:  Dixons Carphone, owner of brands Currys, Currys Digital, PC World, Dixons Travel and Electro World.

Update (08 Dec.): Hired former Ralph Lauren marketing director Simon Peck as head of marketing. Peck has headed marketing for Starbucks, blinkbox, and Tesco in-between now and 2006, when he left Dixons Carphone as a product manager. 

He joins recently-appointed CMO Gary Booker, so agencies should be quick to act. We suggest you treat this as a Review Imminent, meaning a review is likely three-to-six months out. 

Dixons has spent £3.7m on digital ads, totaling about £10m on digital this year, still just half of 2015 spending. Therefore, digital agencies will likely have an advantage if revenue this quarter isn't as high as expected. 

Note that planing ahead of next Q4 will begin in Q1. 

The following was originally published on 07 Oct.

Opportunity: As we enter the company's biggest spending period, note that Dixons was a top five digital ad spender last Q4, beating Google, Microsoft, Argos and Ford in spend and impression share, according to Pathmatics.

Overall, the company spent £6.2m on desktop, securing 401m impressions (92% running site-direct),  £524k on mobile (98m impressions, 73% site-direct) and £712k on video (9.7m impressions, 97% site-direct) in the last three months of 2015. 

However, the brand has significantly decreased digital ad spend this year so far, going from investing £20.3m to just £4.3m between Q1 and Q3. A shift to using more ad networks and DSPs this year has also taken place but the company has still lost nearly 2bn impressions this year when compared to last.

This could either mean spending has shifted elsewhere, or we're up for a record-breaking Q4 and your selling could be the deciding factor. Blue 449 handles media planning and buying. Sellers should note that in addition to the upcoming revenue opps this Q4 that Q2 tends to see another big push. 

Additional Information

Media Spend: Spent £91m last year, down from £101m spent in 2014, according to Nielsen. 

Digital Breakdown: Last year, the company invested £4.1m in video (68m impressions) , £2.2m in mobile (535m impressions) and £14m in desktop (2.4 billion impressions) during Q1-Q3.

This year has seen just £546k (20m impressions), £390k (158m impressions) and £3.3m (1.2 billion impressions) so far in 2016. See the chart for desktop impressions share this year, which compares to last year when 69% of ads ran site-direct, 22% ad network and 8% DSP. 

Top video sites were, and Top desktop sites were, and Top mobile sites were, and 

Dixons Carphone
​Maylands Avenue Hemel Hempstead,
Hertfordshire HP2 7TG England 
0844 800 2030

Mr Simon Peck
Head of Marketing

Mr Gary Booker
Chief Marketing Officer

Mr Steve Ager
Group Commercial Director

Ms. Lee Lythe
Managing Partner & Head, Audio/Video