Zimmerman Gets Office Depot's $60 Million Marketing Account
A week after Ad Age broke the news that WPP's Y&R and Office Depot would part ways, the retailer's marketing account has surfaced at Omnicom Group's Zimmerman without a review, multiple industry executives say.
Agency representatives referred calls to Office Depot, which didn't didn't immediately respond to requests for comment.
Last week, Office Depot and Y&R in a joint statement said the split was due to evolving marketing needs on behalf of the marketer. The new direction seems to be driven partly by new marketing leadership. Office Depot has a new VP-category marketing in Diane Nick, who landed in her current post in January after a stint at Radio Shack and nearly a decade at Blockbuster.
In 2010, Office Depot spent $60 million on U.S. measured media, according to Kantar. That's down from the $78 million in U.S. measured media it spent at the time it moved its account to Y&R, according to Kantar.
By picking up marketing duties for Office Depot, Zimmerman is making up for (and then some) revenue from an account it lost earlier this month, that of East Coast restaurant and ice-cream chain Friendly's. The $10 million account is in review.