The retailer has shortlisted a number of agencies, including incumbent Saatchi & Saatchi which has held the account since 1995, to pitch for the account later this year.
The chain, which operates 250 stores in the UK, has previously focussed on price led advertising.
US electricals retailer Best Buy is expected to enter the market in 2010, putting pressure on homegrown chains such as PC World, Currys and Comet.
Rival electrical retailer, Currys, owned by DSGi updated its store formats and revealed a multi-channel campaign to promote its ‘We Can Help’ services earlier in the year, as part of its long-term shift away from price-led advertising.
In August Comet replaced search engine, Ask Jeeves, as the sponsor of ITV1 game show Who Wants to be a Millionaire?, http://www.marketingweek.co.uk/comet-signs-up-to-who-wants-to-be-a-millionaire?/3003704.article hosted by Chris Tarrant.