Currys on why a ‘one gang’ mentality fuels strong agency relationships
Currys’ marketing boss believes the key to a long-lasting agency relationship is building trust through a “common ambition” and having a tight-knit team formed of talented people.
“It doesn’t matter whether the company on your payslip says one name or another, we’re just one gang of people trying to get something done,” says brand and marketing director Dan Rubel.
For Currys, that ambition is “not being OK with mediocrity”. In 2023, the retailer launched its brand platform ‘Beyond Techspectations’, showcasing its team of experts going to “absurd” lengths to help customers in store.
Since the brand platform’s launch, ROI has increased 44%, while year-on-year CRM sales impact has grown by double-digits, organic social engagement has tripled and engagement with online content has doubled.
“We’re working on a big, well-established brand and often people in these seats can be tempted to stay in the world of safety and keep everything in a nice, measured, controlled pattern. A couple of years ago, we sat down together and said we don’t want to do that,” explains Rubel.
The brand’s creative agency, AMV BBDO, shares this ambition. Dixons Retail Group, the former owner of Currys, first partnered with AMV BBDO 11 years ago. At the time, it marked the end of its 25-year relationship with M&C Saatchi.
Now, the Beyond Techspectations platform has helped the partnership get its “swagger back”, according to AMV BBDO head of strategy Sam Williams.
“It’s a strong team with shared values that enables us to move quickly and get great work. We hold hands getting there, but it’s work that we’re all proud about,” he adds.
Rubel credits the success of the partnership for its ability to stay focused and “insulate” itself from the noise of multiple opinions, noting how easily a brand can get swayed by numerous stakeholders.
“Hopefully, we do the opposite,” he says. “There might be a lot of input, but ultimately, a small team makes the final decision.”
In situations where multiple opinions do matter, Rubel emphasises the importance of an agency that can both take feedback and push back when necessary.
“It’s important to trust the experts,” he says. “Equally, they’re not a wall.”
Rhythm and partnership
Highlighting the value of mutual trust with AMV BBDO, Rubel notes the agency doesn’t just repel client suggestions.
“They listen and, if it makes sense, they act on it. Sometimes they’ll push back, but that mutual trust is really important,” he says.
Rubel recalls a campaign in which the agency presented two options, splitting the team on which direction to take. They initially chose one path and got to work, but Rubel later reconsidered, realising the other option was stronger. Despite being deep into the process, AMV BBDO agreed to pivot.
“Many agencies would have pushed back on that,” Rubel notes. “Moments like these build the trust that is normal for us now”.
Since the launch of Beyond Techspectations, Williams says Currys is a brand people are excited about, explaining the agency trains its “best talent” on the brand.
“It’s always been a brand that is important to the agency, but now it’s a brand that creatively people are really excited about working on and you don’t get that on many businesses,” he says.
“Because of the rhythm and partnership, it really starts to feel like an extension of one team, not two suppliers and a client.”