Dixons Group hires new chief for PC World

Dixons Store Group has appointed former Iceland group marketing controller Derek Lloyd as marketing director of its computer superstore, PC World.

Lloyd joined the company this week, taking over from Trevor Bish-Jones who took up the marketing director role at Dixons earlier this year.

Lloyd left Iceland last week. He has held a variety of marketing posts including spells with Do It All and United Biscuits. Iceland is still seeking a replacement for him.

Dixons consolidated its 11m PC World and The Link advertising business into M&C Saatchi last month (MW June 21).

The accounts had previously been held by D’Arcy Masius Benton & Bowles.

There are 27 PC World superstores nationwide, which reported half year profits of 93m. Dixons is planning to expand the chain in the next 12 months.

Terry Duddy, managing director of PC World, says of the newest member of his team: “I am very pleased that Derek Lloyd is joining our team. He brings with him a wealth of marketing experience in both retail and branded goods and we are looking forward to using his talents.”

Apart from Duddy, Lloyd will work alongside Elizabeth Fagan, the new group advertising manager appointed in May. Their role will be to heavily promote superstores.

Dixons spends more on advertising than any other retailer, and is the eighth highest spending advertiser in the UK.