Euronics instigates £2m media buying and planning pitch

Euronics, the European buying group for independent electronics retailers, is seeking a media agency to handle its &£2m media planning and buying business.

The group, which buys leading electronics brands on behalf of some 800 UK independent retailers, uses Mediaedge:CIA Manchester for its media buying. The agency refuses to comment on the review.

Euronics’ ad account, handled by Grove Advertising, is also under review. The company says it has invited three creative agencies to present storyboards for creative work, but refuses to make any further comment.

Euronics spent &£1.7m in 2004 on television advertising, according to Nielsen Media Research. Mediaedge:CIA is thought to have acquired the account through its 2002 buyout of Manchester-based agency Purely Media, which held the business at the time.

The Euronics brand was established in the UK in 1996 by 790 members of the Combined Independent Holdings buying group.

It seeks to compete with chains such as Currys and Comet by combining the buying power of small electronics retailers. It also runs marketing campaigns under the Euronics brand name, which retailers can use alongside their own names.

Euronics has spread across Europe and is now thought to represent over 6,500 stores in 13 countries.


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