Saatchi expected to lose Silo, Yaffe may benefit

When a deal is done this month between Dixons Group plc and Fretter Inc. that merges Dixons’ Siio electronics chain with the Livonia, Mich.-based Fretter, the Fretter management will assume control, said sources, and has indicated to agency Saatchi & Saatchi that it won’t hold on to the business. Silo, based in Philadelphia, spends nearly $50 million, according to Competitive Media Reporting. It is not known if Yaffe & Co./Southfield, Mich., which handles Fretter’s $26-million account, will assume a greater role in the advertising of the new entity, to be called YES (Your Electronics Superstore).
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