Carphone Warehouse Hands £10m Brief to Brothers & Sisters

Carphone Warehouse has hired Brothers and Sisters to handle its digital and content work estimated to be worth circa £10m. 

The brand picked Brothers and Sisters following a competitive pitch against CHI & Partners, Karmarama and Adjust Your Set.

Carphone Warehouse was CHI's founding client and has worked on TV campaigns such as 'Something Wonderful' and the ongoing 'Scrimpers' work, which launched in September 2013. 

CHI & Partners has retained the advertising account, although it's understood that the win will pave the way for more of the brand's budget shifting from traditional TV advertising to digital and content-led marketing further down the line. 

The news, which marks the brand's first dedicated content marketing agency, comes as Dixons Carphone kicked off a review to consolidate its £90m media business following the merger in August this year.

Carphone Warehouse’s agency hunt kicked off in July. Brothers and Sisters have declined to comment.