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.

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