The Dixons Store Group is pulling its 11m PC World and The Link business from D’Arcy Masius Benton & Bowles.
The country’s biggest electrical retailer will shift its business to M&C Saatchi, which already handles its Dixons and Currys accounts.
DMB&B and Dixons agreed a statement disclosing that the split comes after “disagreements on working practices.”
DSG chief executive John Clare adds: “We have had a good working methodology with M&C Saatchi since its inception and feel our business will be best served by moving all brands to the agency.”
One agency source comments: “This isn’t a surprise, Charles and Maurice Saatchi have long had a close relationship with the chairman, Sir Stanley Kalms, and the rest of the Dixons board.”
Dixons media buying will remain with The Media Centre, which is part of the DMB&B Group.
City analysts say both PC World and The Link telecommunications shops are sound parts of DSG. The pair reported half-year sales figures of 93m and 6.4m respectively. Some observers say the Link stores could be lined up for greater advertising spend under the new regime.
DMB&B has handled the accounts for exactly a year. Clare comments: “DMB&B took over the account at short notice for which we were grateful. But we have had differences over how our business has been run within DMB&B over the past year.”