DSG International set for £100m marketing review

DSG International, previously known as Dixons Group, looks set to review its agency arrangements as a result of an extensive internal review of its marketing operations.

Elizabeth Fagan, former managing director of The Link, has been scrutinising the marketing spend of the group’s brands (MW July 28), which, apart from the telecoms retailer, include Currys, Dixons and PC World.

It is understood that she has approached an agency/ client intermediary with a brief encompassing all the group’s subsidiaries. DSG uses Walker Media for media buying and M&C Saatchi for all creative assignments, and spent just under &£100m in the UK during 2004.

Meanwhile, confusion surrounds Fagan’s position within the group. She was appointed marketing director after being switched from her top role at The Link earlier this year. She has since been overseeing the marketing review, but uncertainty surrounds her future. She is no longer listed as marketing director at the company’s head office.

No one at DSG was available for comment on either agency arrangements or Fagan’s future as Marketing Week went to press.

The group is in talks with a number of online operations as it seeks to boost its e-commerce offering.

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