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.
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.