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Retail group moves to strengthen below-the-line advertising

DSGi to up marketing budget

Further details of DSGi’s plans to boost its digital and direct advertising spend have emerged, just under a week after PC Retail initially reported that firm was preparing a huge shift in its promotional strategy.

The retail group has boosted its £2.5 million budget, the aim being to strengthening its below the line marketing activities, with the group also bringing in the services of Publicis Dialog and Publicis Modem to achieve the goal.

They join DSGi’s other marketing agencies including, M&C Saatchi, Walker Media and Play London.

It is thought the move is largely in response to the recent announcement that US rival Best Buy would be entering the UK market at the beginning of next year.

Source: Brand Republic

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