Wickes, the UK home improvement retailer, has appointed Dentsu Aegis Network (DAN) to handle its social, PPC and SEO business, effective immediately.

With Carat leading the business win drawing together digital specialists from iProspect, the digital performance agency, Isobar and Dentsu Aegis Network Sports and Entertainment, the appointment demonstrates the strength of the DAN operating model.

Wickes is seeking to redefine how it communicates and engages with consumers. Lead by Carat the agencies will create and manage an overall consumer ecosystem that better aligns paid for media with engaging content, amplified by social media, and driven through a powerful PPC and SEO strategy.

Carat’s recent work with Wickes has included partnerships with Absolute and Talksport. On Talksport the retailer is title sponsor of the Colin Murray and Friends mid-morning weekday show.

The partnership was conceived by Carat Sponsorship and includes ‘The Wickes Phone-In’, in which listeners share opinions on topical sports news, and the caller with the best comment wins £100 in Wickes vouchers. Wickes also recently worked with Colin Murray to give the Welsh third division football side Pontypridd Town the chance to take part in the game of their lives – providing the team with flights, hotel and kits so that it could take on La Liga side Valencia. 

By winning the business Carat extends its existing relationship with Wickes following its appointment to the retailers’ media planning and buying account in 2011.  

Matthew Gaunt, Head of Brand Communications at Wickes, said: “We’ve enjoyed an excellent relationship with Carat over the last three years. The team demonstrated the business benefit of better aligning our above-the-line activity with engaging content and best in class digital thinking by using the talent across DAN - making them the obvious choice to work with across social, PPC and SEO.”

Mark Hughes, Business Director at Carat, said: “We’re excited to be extending our relationship with Wickes. Our ability to meaningfully extend engagement opportunities with consumers by leveraging our ability in social, SEO, and PPC underlines the power of the DAN operating model to deliver complete solutions and effective collaboration – which is at the heart of our Wickes relationship.”