Dixons denies agency review

Dixons Group, the UK’s leading electronics retailer, is understood to be talking to creative and media agencies about its expanding European operation.

Dixons has recently acquired leading electrical retailers in Scandinavia and Spain and secured a profitable share swap with another in Greece. Dixons has also announced it is planning to launch an e-commerce business in France although it has yet to release details of the operation.

A Dixons spokesman denied the company was reviewing agency arrangements for its pan-European interests.

“The vast majority of our current expenditure is in the UK and Ireland,” he says. “We have made a number of acquisitions in Europe which may result in a review in the future but there are no plans at the moment.”

The group’s UK operation covers about 1,200 stores under the brands Dixons, Currys, PC World and The Link.

He said Dixons was “definitely not” looking at reviewing its UK agency roster arrangements which include M&C Saatchi and Walker Media.

Dixons bought the Scandinavian chain, Elkjop, for £444m in December 1999, delivering a blow to rivals Kingfisher which had put in a bid of £350m a few months before. In January, the group bought Spanish electrical retailer Ei System Computer for £11.8m. In April this year, Dixons purchased a 15 per cent stake in a £44m share swap with leading Greek electrical retailer Kotsovolos.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here