Electricals retailer Currys PC World has announced the launch of a new marketing campaign which aims to promote the business's customer service and multichannel credentials.

It is the retailer's first major ad campaign since its parent company Dixons Retail merged with Carphone Warehouse, and consumers can expect to see marketing activity on television, radio, cinema, outdoor digital screens and via a national Metro newspaper wrap.

The new marketing message, which has been developed in association with creative agency AMV BBDO, can first be seen on TV during the Champions League commercial break tonight (21 October), but will run on other channels between now and the end of 2014.

Using the tagline, 'We Start With You', the ads have been created to show how the retailer's staff can help shoppers find the technology that fits in with their lifestyle, based on real conversations Currys PC World's staff have with customers. There will also be a move to promote the convenience of its multichannel set-up.

Gary Booker, chief marketing officer at Currys PC World, said: "The new 'We Start With You' creative reflects the uniquely personal way in which we talk to customers on a daily basis.

"As everyone's lives seem to be getting busier and busier our goal is to help people find the right products more effectively through our friendly, knowledgeable team's highly tailored approach."

The newly formed Dixons Carphone group recently appointed Ian McGregor as marketing communications director, with the new recruit responsible for leading and developing the Currys PC World brand.

He previously worked in marketing roles at video game companies Activision and EA.

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