appoints media agency The Specialist Works

Online electricals retailer has appointed The Specialist Works to its UK media account after a non-competitive pitch.

15th September 2019
Read time: 2 minutes
  • The online electricals store,, has appointed The Specialist Works as its UK media agency in a non-competitive pitch
  • The Specialist Works will help implement a new data-driven marketing strategy to drive consideration with current and prospective customers
  • The new strategy aims to initially drive customer acquisition in the UK, with subsequent expansion into continental Europe

This results-driven media planning and buying strategy, which will be benchmarked against actual sales, will see on a broader mix of media channels including radio, video and social. The Specialist Works will work closely with’s measurement team to inform the evidence agenda that will underpin an in-campaign flexible approach to media planning and buying.

The integrated comms strategy reflects’s brand behaviour – an agile, disruptive business that provides an ecommerce shopping experience that excels on price, speed of delivery, seamless user experience and customer happiness.

This fresh media activity coincides with the ambitious Bolton-based online electricals store’s launch of AO Mobile following its acquisition of Mobile Phones Direct in 2018.

Media activity begins in August, with a radio campaign, door drops, and digital testing. Other channels will follow later in the year.

Matthew Pover, chief client officer, The Specialist Works, said: “We are chuffed to bits to be partnering with this big, disruptive, multi-market brand. They’re brilliant humans, their offering is strong, and they wrap it in an experience that turns shoppers into advocates. We’ll be delivering a media strategy for that unlocks value by outsmarting, rather than outshouting, competitors.”

Cherie Cook, head of marketing,, said: “The Specialist Works has a proven track record in growing ecommerce brands both in the UK and internationally. We passionately believe in the power of culture, and feel our values align closely with The Specialist Works’. Always wanting to have the happiest customers, we needed a like-minded agency to evolve the strategy for our next phase of growth.”

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