$85 MILLION OFFICE DEPOT AD ACCOUNT GOES TO KAPLAN THALER

Media Buying, Planning Remains at Prometheus

By Published on .

Most Popular
NEW YORK (AdAge.com) -- Office Depot has selected Publicis Groupe’s Kaplan Thaler Group, New York, to handle creative duties on its estimated $85 million advertising account, according to executives familiar with the matter.
Related Story:
OFFICE DEPOT'S MILLION AD ACCOUNT IN REVIEW
Omnicom's BBDO is the Incumbent Agency

The decision culminates a review begun this fall by the Delray Beach, Fla., marketer of office supplies, computers, electronics and technology devices. Three agencies -- Publicis sibling Leo Burnett USA, Chicago; Interpublic Group of Cos.’ Martin Agency, Richmond, Va.; and Kaplan Thaler -- were the finalists.

Omnicom Group’s BBDO Worldwide, New York, which handled the business since 2000, opted not to defend the account when it went into review. Joanne Davis Consulting handled the selection process.

Focus on small businesses
Ms. Davis did not return calls for comment, nor did Burnett or the Martin Agency. A spokeswoman for Kaplan Thaler Group referred calls to the company. Office Depot spokesman Brian Levine said only,  "We will be providing more information on our agency when the creative breaks in 2006."

The company relaunched its "Taking Care of Business" campaign in 2005 and will continue to focus its message on small-business customers. Advertising and marketing efforts in the coming year will also include Office Depot's sponsorships with both Nascar and the No. 99 Roush Racing Ford, driven by Carl Edwards, an up-and-coming driver. According to the racing organization, more than 6 million small-business owners are Nascar fans. Last February, Office Depot signed on as the official office-products partner of Nascar.

Media buying and planning, which were not part of the review, remain with Omnicom's Prometheus.

In this article: