Magazine article Marketing

Dixons to Battle Rivals with Ex-Barclays Chief

Magazine article Marketing

Dixons to Battle Rivals with Ex-Barclays Chief

Article excerpt

Dixons Group, the high street electrical retailer and one of the UK's top advertisers, has hired Barclays' brand and advertising director John Laidlaw to fill the new position of group advertising director.

Laidlaw, who starts at Dixons next week, will have responsibility across the Dixon Group brands, which incorporate Dixons, Currys, PC World and The Link. He will manage the ad accounts and brand development for the different chains, with responsibility for a budget of more than [pound]75m.

Laidlaw will report to Elizabeth Fagan, Dixons Group marketing services director. Dixons declined to comment on the reasons for the creation of the new post. However, it comes as the company is stepping up its brand advertising.

Last month, Dixons Stores launched its first TV ad campaign in almost a decade (Marketing, October 26). Faced with tough competition from online electrical stores, it broadcast ads designed to emphasise its global buying power and ability to keep prices low.

The campaign will run until Christmas, with the strapline 'Our buying power brings the price under your barrier'. …

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