Splendid brought in as Geek Squad reaches UK

The Geek Squad, a home-computing troubleshooting service which has achieved significant success in the US, has hired its first UK agency.

The company promises to send an expert ‘geek’ to your home to sort out any computer problems. Operated in the UK by The Carphone Warehouse, it charges £79.99 to fix a wireless connection.

Splendid Communications has landed the consumer brief, following a four-way pitch. It will attempt to capitalise on The Geek Squad’s success in the US, where the 24-hour IT support helpline boasts 15,000 roving geeks diagnosing and repairing computer faults.

The Geek Squad has attracted ample media coverage in the US since its 1994 inception and counts the Rolling Stones among its celebrity customers.

While Splendid will be retained on a 12-month contract for consumer work, Freud Communications will continue to handle strategic PR for all of The Carphone Warehouse Group’s brands – including The Geek Squad.

Rival agencies admitted the account was an attractive proposition. One senior PRO at a well-known tech firm said: ‘The Geek Squad is a really interesting account. It’s not a dream tech account – it’s not up there with Microsoft or O2 – but in terms of consumer relations, it’s a lot better than 60% of the accounts out there. But it is a new service – they should do well with it, judging by its success in America.’

Although The Geek Squad has fared well in the US, the firm has experienced some PR hiccups – a lawsuit was filed against one geek for allegedly using his mobile to film a customer showering.

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