Shop Direct tie-up with Dentsu Aegis signals revolutionary approach to marketing communications

22nd March 2017: 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. These specialists include strategy and planning (Vizeum), 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.

Alex Baldock, Group CEO, Shop Direct said: “Our customers love shopping on smartphone but they’re impatient. 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.”

Tracy De Groose, CEO, Dentsu Aegis Network UK & Ireland said: “Our starting point is always our client. 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.”


About Dentsu Aegis Network

Part of Dentsu Inc., Dentsu Aegis Network is made up of ten global network brands - Carat, Dentsu, Dentsu media, iProspect, Isobar, mcgarrybowen, Merkle, MKTG, Posterscope and Vizeum and supported by its specialist/multi-market brands. Dentsu Aegis Network is Innovating the Way Brands Are Built for its clients through its best-in-class expertise and capabilities in media, digital and creative communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network is headquartered in London and operates in 145 countries worldwide with around 35,000 dedicated specialists.



Shop Direct is the UK’s second largest pureplay digital retailer, with annual sales of almost £1.9 billion. Our digital department store brands are,, and We receive an average of more than 1.2 million website visits every day, with 62% of online sales completed on mobile devices. 

We exist to make good things easily accessible to more people. With our department store range of famous brands, market-leading ecommerce and technology capabilities and unique financial services products offering flexible ways to pay, we’re well placed to deliver on that promise.

We sell more than 1,300 famous brands, including big name labels and our own exclusive brands. We have four million customers and deliver 49 million products every year. Our free click and collect service, Collect+, delivers to 5,800 stores across the country, increasing ease and convenience for customers. 

For more information on Shop Direct, visit or follow us on Twitter at @ShopDirect.

Media Contact

Josh Colley

External Communications Manager