Shop Direct tie-up signals revolutionary approach to marketing comms


Shop Direct, the UK’s second largest pureplay etailer, has signed a landmark partnership with global media and digital communications group Dentsu Aegis Network to consolidate all end-to-end marketing and media communications for,, and into a single partner.

The partnership will accelerate Shop Direct’s transformation into a world-class digital retailer through the use of end-to-end digital and mobile-first programmatic technology. This will be led by a single integrated team called PACE.

PACE will bring together Shop Direct’s ecommerce, commercial, brand and customer intelligence teams with best-in-class specialists from across Dentsu Aegis Network. Vizeum will continue to lead strategy and planning with sister companies also handling content (John Brown Media), partnerships (The Story Lab), mobile (Fetch), investment (Amplifi), and marketing effectiveness (Data2Decisions).

Housed in dedicated spaces at both Shop Direct’s Liverpool headquarters and Dentsu Aegis Network’s Triton Street building in London, PACE is underpinned by a pioneering marketing effectiveness and commercial model, linked to business outcomes.

“Our customers love shopping on smartphone but they’re impatient,” said Alex Baldock, Group CEO, Shop Direct. ”We’ve got just seconds to wow them and a five inch screen to do it on. That’s why mobile personalisation powered by our unique data asset is vital. This innovative new partnership with Dentsu Aegis Network will supercharge our digital marketing, making us even better at delivering the thumb stopping content our customers crave.”

“Our starting point is always our client,” said Tracy De Groose, CEO, Dentsu Aegis Network UK & Ireland. We have worked closely with the Shop Direct team to define the outcomes we wanted to drive together, and arranged our capabilities and agency expertise around them. This allows us to work in a truly connected and collaborative way, to deliver different and better ideas, faster. Through our unique and powerful partnership and the creation of PACE, we hope to bring tomorrow’s thinking and insights to today’s marketing solutions.”