Dixons hires Le Fevre to revamp retail arms

The Dixons Group has ended its search for a consumer agency to work

across its retail brands with the appointment of Le Fevre

Communications.



The agency was hired last week on annual fees understood to be in the

region of pounds 200,000. A team has now been set up at Le Fevre's

London office - its headquarters are in Oxford - led by associate

director Adele Pegden.



The account team reports to Dixons head of press and PR Hamish

Thompson.



The agency is thought to have pitched against three other agencies last

month for the high-fee brief. It will now work for four Dixons group

brands - consumer electronics retailers Dixons and Currys, mobile phone

outlet The Link, and its distribution and after sales service arm,

Mastercare.



Le Fevre will work alongside the company's five-strong in-house team

headed by corporate affairs director Lesley Smith. Its key challenge is

to improve the tarnished Mastercare brand and its extended warranty

product, Coverplan. The product, which is offered to all Dixons

customers at the point of purchase, has been criticised for allegedly

being poor value for money.



Thompson said: 'One task is to present a more balanced picture of the

benefits people get under Coverplan.'



Dixons also retains Square Mile for its financial PR management and

Lexington Communications for public affairs advice. The final major

Dixons retail brand, PC World, retails the use of Red Consultancy for

consumer PR work.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.