Dixons.co.uk: Our strength grows out of our weaknesses

Dixons needed to get shoppers to visit their website directly in order to relieve pressure on profit margins after it lost its position as one of the leading UK high street retailers of technology.

Dixons.co.uk: Our strength grows out of our weaknesses

M&C Saatchi London


This is a story about knowing when you are beat. Not just begrudgingly accepting this, but noting how far ahead the other guy is and praising them for it.

This does not come easy. Agencies are typically optimistic places, they have to be. Their glass is always half-full. They look for the positives and strengths in any brand, sometimes finding something huge and life changing, sometimes finding a slight advantage. But the focus is always there.

In Dixons.co.uk, it was this natural tendency within ourselves that...

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