Dixons Retail has changed its creative advertising agency from M&C Saatchi to AMV BBDO as part of a plan to “revitalise” its marketing and advertising in the UK and Ireland.

Benjamin Kaye, head of brand communications at Dixons Retail said of the appointment: “We are delighted to have AMV on board as we look to revitalise our UK marketing and advertising. Their excellent strategic and creative platforms really stood out, showing great differentiation, longevity and a focus on the customer being at the heart of everything we do.