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
She will report to Simon Turner, deputy managing director of PC
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
’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
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
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
PC World has also undertaken a partnership with Cadbury’s Creme
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