August.One is first agency for PC World

PC World, the UK’s largest PC retailer, has appointed August.One Communications to handle all its UK PR, including corporate, consumer and business campaigns.

PC World, the UK’s largest PC retailer, has appointed August.One

Communications to handle all its UK PR, including corporate, consumer

and business campaigns.



It is August.One’s biggest account win since the agency was founded in

August last year. Fees are undisclosed, but are believed to be in excess

of pounds 100,000.



The account will be lead by Ellie Springer, account director at

August.One.



She will report to Simon Turner, deputy managing director of PC

World.



PC World has not previously retained an external PR agency. Turner said

of the decision to appoint an agency: ’When you have a brand as strong

as PC World’s, it is essential that you work hard to protect and enhance

it.



’Although we have a strong in-house team, it was clear that it’s time to

ramp up PR activity by bringing in external experts.’



August.One was chosen, he said, because of its ’vision to help us

communicate the breadth of our expertise across consumer, business and

technology audiences.’



The purpose of increasing PR activity is to boost consumer and business

interest in PC World both as a high street and as an on-line

retailer.



August.One plans a three-pronged approach, targeting consumers,

businesses and promoting the PC World product strand.



Research has revealed that although PC World has a good reputation among

consumers, awareness among businesses of the retailer as a corporate

supplier was not as high - a perception August.One plans to change.



Other activities will include promoting own-brand products such as the

Ego PC, a sleek design-led PC positioned as a competitor to the

iMac.



PC World has also undertaken a partnership with Cadbury’s Creme

Eggs.



This involves a tie-in with the Creme Egg web site, which is running a

series of competitive on-line games in the run-up to Easter. People can

go to PC World for tips on how to win the cash prize of pounds 10,000

and the chance to practice on in-store computers.



PC World is part of the Dixon’s Group, which is Europe’s largest

specialist electrical retailer, trading through various stores including

Dixons, Currys and the Link, as well as PC World. PC World has 78 stores

throughout the UK and the Republic of Ireland, as well as selling over

the internet.



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