PC World's previous direct work has taken the form of inserts and press ads, but the retailer has asked Baber Smith to use its sales data to cross-sell products to existing customers via mailings.
The work will feature offers for PCs, accessories such as printers and other products in its range, such as digital cameras.
PC World's owner, DSGi, appointed Baber Smith to its roster last year, briefing it to handle a £10m promotion of its Coverplan warranties scheme (Marketing, 1 March 2006).
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