M&C Saatchi has been appointed by PC World to handle a £4m advertising push for Philips, Advent and EI System computer products.
The agency, which is the incumbent on the main PC World account, won the briefs following a pitch against a number of undisclosed agencies.
PC World has the exclusive distribution rights for Philips computers, while Advent and EI Systems are the retailer’s two own-brand ranges. Advent is PC World’s main brand and EI is a smaller, entry-level range.
PC World head of trading Chris McShane says: “We will be working with the team at M&C Saatchi to realise the potential of these brands. Each one represents a different challenge and a great opportunity.”
M&C has held PC World’s above-the-line account for 11 years. Dixons Stores Group (DSG), which owns PC World, split its advertising business between M&C and D’Arcy Masius Benton & Bowles in 1995, but consolidated the entire account into M&C a year later.
Last year, DSG handed former Dixons marketing director Bryan Magrath the role of commercial director for PC World with a brief to develop the brand internationally (MW October 12, 2006). He oversees the group’s 150 UK stores as well as outlets in Spain, France, Italy and Sweden.