BROADEN THE REACH
The advertising broadens the office supply chain's reach beyond the typical corporate audience to include female entrepreneurs and parents getting their kids ready for school.
The four 30-second spots, which broke last week on national broadcast and cable networks, are tagged "This is where I take care of business," adapted from the longstanding "Taking care of business" theme
The new ads "take Office Depot to a whole new level in both the creative element and the message," said Neil Guliano, VP-corporate retail marketing.
In 1995, Office Depot's ad spending hit $47 million, vs. $52 million for rival Office Max and $35 million for Staples, according to Competitive Media Reporting.
The media buy was executed by Gold Coast, Miami, before it lost the account to JWT in March.