PRWeek reported in October that the retailer was looking for a single, consumer PR agency to work across its Currys PC World and Carphone Warehouse brands.
The appointment is part of a restructuring of marcoms following the merger of Dixons Retail and Carphone Warehouse last year.
M&C Saatchi PR was the incumbent agency for Currys PC World before the competitive four-way pitch, having held the business since it launched in 2010. Edelman was the incumbent agency for Carphone Warehouse and repitched for the account.
M&C Saatchi PR's brief is to work on brand positioning, alongside the delivery of brand campaigns and a national press office.
Simon Dornan, head of consumer PR at Dixons Carphone, said: "This was a hotly contested pitch and was by no means an easy decision to make. All of the participating agencies delivered excellent pitches and confirmed that the state of the UK PR industry is in rude health. I look forward to working more closely with M&C Saatchi PR on both of these brilliant brands as they now help us to continue our mission to help customers navigate the connected world."
Chris Hides, M&C Saatchi PR’s UK MD, said: "Both Currys PC World and Carphone Warehouse have built great momentum in recent years and the job for us now will be to elevate and define these two brands in what is a rapidly changing retail and communications environment. It’s never easy pitching as an incumbent but I think that our passion for their business, the quality of our thinking and the versatility of our offer really made the difference."