Computer retailer PC World has hired the Red Consultancy as its
retained PR adviser having been dropped by August.One Communications (PR
Week, 12 May).
The Dixons Group subsidiary hired August.One in January to boost its
profile to corporate buyers of computers but it resigned citing a lack
of agreement on business terms.
PC World, which operates 80 stores in the UK, has hired Red for
consumer, business and specialist PR. Consumer PR will target IT experts
and first-time buyers. Business PR will promote PC World’s services to
large companies, while the specialist campaign aims to raise awareness
of the technology behind PC World’s Advent range of computers.
The account is led by Red board director Mike Morgan, reporting to brand
manager Anna Lord and Dixons’ head of press and PR Hamish Thompson.