Currys PC World: We start with you
Sarah Sternberg and David Edwards
Campaign details
Client: Currys PC WorldAgency: AMVBBDOBrand: Curry's / PC world
From last place to first place: Summary
Currys PC World was facing a number of challenges. They were feeling pressure on all sides-from Argos and Amazon on range, and John Lewis on service.
Their reaction was to depend more and more on price and promotion, hooked on short term ROI. This made brand preference dwindle further and deepened their problems.
They were stuck in this cycle, with no end in sight.
So...