The Dixons Group has ended its search for a consumer agency to work
across its retail brands with the appointment of Le Fevre
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
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,
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.