Kirrie Kendall, head of internal communications at Dixons Retail, said: "We were really impressed with the pitch proposal Fresh submitted for our Peak Event 2014 and they really brought this to life in the face to face presentation.
"We were looking to appoint a partner that we could trust to deliver and take this event to the next level. We’re really looking forward to working with the Fresh team on this event as well as other projects to come".
More than 1,000 of Dixon’s top management staff will attend the conference, which has taken place at the NEC Birmingham for three years running. Each year the Peak Event engages Dixon’s staff on the key messages and activities leading up to the Christmas trading period.
Group account director at Fresh, Laura Taylor, said: "We know that we must deliver the most innovative and engaging event experience yet. This is hopefully just the start of a great working partnership and we shall be supporting Dixons on more opportunities in the future".
With assistance from the agency’s creative, video and content management divisions, Dixons will incorporate colleague recognition, interactive supplier exhibitions and an evening celebration into the event, in addition to the conference.