Currys on why a ‘one gang’ mentality fuels strong agency relationships

Currys’ marketing boss believes the key to a long-lasting agency relationship is building trust through a “common ambition” and having a tight-knit team formed of talented people.

“It doesn’t matter whether the company on your payslip says one name or another, we’re just one gang of people trying to get something done,” says brand and marketing director Dan Rubel.

For Currys, that ambition is “not being OK with mediocrity”. In 2023, the retailer launched its brand platform ‘Beyond Techspectations’, showcasing its team of experts going to “absurd” lengths to help customers in store.