Computer Warehouse in two-pronged campaign

Jonathan Cole, the entrepreneur behind the UK’s largest Apple reseller, Computer Warehouse, has brought in its first retained agency.

Traditionally a Mac seller, the firm is preparing to sell PCs. Cole also wants to raise the profile of fledgling offshoot PopXpress.

He has enlisted Object Marketing to promote the 15-year-old business as well as PopXpress, a retailer of MP3 accessories.

Object PR director Rod de St Croix, who recently left Band & Brown, will run the account. Media relations for Computer Warehouse will revolve around the generation of case studies. The education market, for which the client provides a resale service, will be a prime target.

In addition to IT hardware, Computer Warehouse sells iPod accessories and goods such as speakers.

PopXpress, which has two stores in central London, plans to open ten more outlets nationwide this year.

For PopXpress, de St Croix said consumers will be split into two groups: teens to late-20s, and older MP3 users. 'The first group will be driven by fashion, for example the latest iPod case,' he said. 

'With the second group, it will be more of an advanced education job, for example helping them connect their MP3 player to their hi-fi.'

The first PopXpress store, situated off Liverpool Street, opened last November. The second outlet, in Piccadilly Circus, opened in February.

Object won a competitive pitch for the account.

Cole has used agencies before on a project basis, including Neil Reading PR.

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