STAPLES JUNKS LONG-RUNNING TAGLINE

Refocuses Marketing Toward Business Customers

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SAN FRANCISCO (AdAge.com) -- Office supplies retailer Staples, which built its brand on quirky creative targeting the general consumer, will break the first part of a new rebranding campaign that's aimed at a business-customer base.

A sure sign of its new direction, Staples, based in Framingham, Mass., is dropping its long-running tagline, "Yeah, we've got that," a spokeswoman for the retailer said. A new tagline will break within a few months, but two new spots breaking Sunday will not carry any tagline, she said.

The spokeswoman said the new spots "are the first piece of a comprehensive rebranding campaign we are rolling out over the next few months."

First work from new agency
The work is the first from Staples' new agency, Omnicom Group's Martin/Williams, Minneapolis, which won the account in July after a review. The spots will air during national network prime time programming starting Oct. 6.

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Two new spots, called "The Voice of Hold" and "Gawker," focus on the time pressures business customers face. Staples' previous efforts from Cliff Freeman & Partners, New York, featured humorous spots targeted toward consumers.

Earlier this year, the retailer's new CEO, Ronald Sargent, succeeded founder Thomas Stemberg and developed a new strategy that would focus on its most profitable segments, the business customer. Among his changes was developing a sales force focused on getting business customers to order via catalog and the Internet.

Staples spent $71.2 million on media last year, according to Taylor Nelson Sofres' CMR.

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