Geek Squad hires marketing chief

The Geek Squad, the technology troubleshooting service backed by the Carphone Warehouse, has appointed Will Lever as its first UK marketing director.

Lever, who was head of marketing and communications for Apple UK and Ireland, will be responsible for brand positioning, strategy development and cross-group marketing across retail, PR and direct channels. Prior to joining Apple, Lever was head of consumer marketing at O2.

The company, which is a joint venture in the UK between the Carphone Warehouse and its US operator Best Buy, launched in the UK in April. It is thought to be working with CHI & Partners – the Carphone Warehouse’s retained agency – in the UK.

Crispin Porter & Bogusky was appointed to handle the brand’s $40m (£20.1m) advertising business in the US at the end of last year. The company’s advertising was previously handled in house.

The Geek Squad was founded almost 13 years ago by Robert Stephens, who began fixing friends’ computers to pay his college fees.

Today the company has 15,000 technicians in its employment, and its services range from telephone advice on computer problems to home visits to install wireless networks and set up home cinema systems.

The Geek Squad faces competition from a number of rival services. In September last year, DSG International, the company that owns Currys and PC World, announced a £50m investment in TheTechGuys, a team of 3,000 computer and home technology advice experts.

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

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