DSGI reviews digital media

DSG International, the group of companies that includes retailers Dixons, Currys and PC World, is reviewing its digital media planning and buying ahead of an expected big increase in its online spend.

The group currently works on digital advertising with incumbent Walker Media, and other digital specialists for online projects, but has no long-term partnership with a digital agency. The review does not affect the relationship on offline media between Walker Media and DSGI.
The retailer had a total billings figure of £83m last year with less than a million spent on internet advertising, according to Nielsen Media Research. However, in April this year, DSGI announced Dixons was to become an exclusively online brand, with Currys becoming the group’s electrical high street brand, renamed as Currys.digital.
Elizabeth Fagan, group marketing director at DSGI, said the group was considering a number of options including consolidating the work into one digital agency or moving the bulk of the work in-house.

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