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.



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