Dixons to bring consumer PR in-house after rethink

The Dixons Group has axed retained PR agency Le Fevre Communications following a decision to take consumer PR in-house.

Le Fevre loses its account of three years, which saw it handle consumer and B2B PR for the group’s electrical retail brands Currys, Dixons and The Link.

The agency confirmed it is continuing to work with The Link for the time being, but it is understood the account is likely to be taken in-house as well.

News also emerged this week that The Red Consultancy stopped working for Dixon’s brand PC World earlier this year, as part of the communications rethink.

Dixons head of press and PR Hamish Thompson – who hired Le Fevre after his appointment three years ago – said they will only employ agencies on a project-by-project basis going forward.

‘We have decided that our business needs are best served by using external support on a project basis, although that is no reflection on our relationship with Le Fevre,’ he said.

‘The group press office services the needs of each of the retail chains, and as and when we need extra support then we may well look externally.’

Weber Shandwick Square Mile will continue to handle Dixons’ financial and corporate PR, which is unaffected by the review.

Thompson remained tight-lipped on whether the decision follows a cut in the communications budget, but sources close to the decision suggest it was a cost-cutting move.

‘It’s about making best use of our available resources,’ said Thompson.

Meanwhile, electrical brand Currys has hired Argos brand controller Anna Burleigh as head of brand marketing – a role which includes PR and communications work.

She replaces director of brand marketing Mike Nevin, who has been promoted to retail marketing director.

Argos said a decision has not yet been made on whether or not to directly replace Burleigh.

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