Launches Review for Broadcast Creative Ad Account

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NEW YORK ( -- Staples parted with its advertising agency, Interpublic Group of Cos.' Martin/Williams, Minneapolis, and launched a review for its TV creative account.

A spokeswoman for the office supplies

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retailer said the decision was mutual and "not about their creative, just trying to evolve the brand promise."

'It's that easy'
Martin/Williams broke its first Staples campaign, themed "It's that easy," in early 2003. The campaign replaced an award-winning effort from the retailer's previous agency, Cliff Freeman & Partners, that had as its tagline "Yeah, we got that."

Steve Collins, president-CEO of Martin/Williams, said the scope of work required the agency to maintain a presence near Staples' headquarters in Framingham, Mass., and the agency found it would not be profitable to set up a Boston office to service the account.

Select Resources International, Santa Monica, Calif., has already sent out request for proposals to ad agencies, and a decision is expected within 60 days, said the Staples spokeswoman.

Grey Global Group's MediaCom, New York, retains the media portion of the account.

Staples spent $56.6 million on TV advertising last year, according to TNS Media Intelligence/CMR.

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