M&C Saatchi-backed Play was hired by Dixons Stores Group without a pitch to work on a Christmas campaign. It will then develop a digital strategy for next year.
It has been tasked with creating branding and response-based advertising, which will extend to online PC World's tagline "The best of both worlds", which is currently running in its Christmas TV campaign.
The activity will promote PC World's e-commerce capability, with ads running on newspaper websites and shopping comparison portals. Media will be handled by Walker Media. PC World also works with Green Cathedral.
Play was founded last summer by three former executives from Omnicom- owned agency iTraffic, which is now part of Agency.com.
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