Unveils Fully-Integrated, Nationwide Advertising Campaign
BOCA RATON, Fla.--(BUSINESS WIRE)--Jun. 26, 2017--
Office Depot, Inc. (NASDAQ:ODP), a leading provider of office
products, services, and solutions, today announced the launch of its
iconic “Taking Care of Business” brand platform, which has been
modernized for today’s busy working professionals and consumers alike.
The company’s interactions with customers will emphasize the sentiment:
“You Take Care of Business, We Take Care of You.” As part of the brand
platform rollout, the company is unveiling its national advertising
This Smart News Release features multimedia. View the full release here:
The new “Taking Care of Business” brand platform and advertising
campaign not only resonates with its customers, but strengthens Office
Depot’s position as a reliable resource for them while affording the
company opportunities for growth and expansion in the future.
“‘Taking Care of Business’ was instantly recognizable by all of our
customer segments and gave us distinct brand differentiation,” said
Diane Nick, senior vice president of marketing for Office Depot, Inc.
“We know our customers work hard at taking care of their businesses.
Through this platform that will be amplified across our channels, we
want them to know that we’ll be there to take care of them.”
And, customers will hear a familiar tune playing in the background of
the television and radio commercials — the original version of the
well-known song, “Taking Care of Business” — tested well in a survey of
2,000 participants comprised of shoppers representing groups such as
small business (SMBs), enterprise or contract, and personal, in addition
to college students. They identified it as “for people like me,” “fresh”
and “innovative,” driving a significant lift in Office Depot’s brand
“The modernized version of ’Taking Care of Business’ also conveys that
everyone has business needs to take care of regardless of the inevitable
twists and turns in today’s fast-paced, non-stop world,” added Nick.
“Office Depot is keeping up with these changes to best deliver on taking
care of the customer. Research we conducted found that many of our
customers, business owners and moms alike, consider themselves
resourceful. Through this brand platform, Office Depot is the go-to
resource for these resourceful individuals.”
The advertising campaign is fully-integrated and supported with national
television and radio ads; social media; digital advertising; email
marketing; inserts; direct mail; and in retail stores and on
officedepot.com including the mobile site, mobile app and more.
The brand platform and advertising campaign was developed in conjunction
with the company’s agency of record, Zimmerman Advertising.
“With the new Taking Care of Business campaign, Office Depot becomes the
champion of its customers, showing how the company is there to help them
win and succeed,” said Michael Goldberg, chief executive officer at
Two national television commercials were produced and one features
workers from different occupations: entrepreneur, mom, architect,
general contractor, plumber and office professionals highlighting how
they manage to take care of their business in the face of life’s
obstacles. In turn, Office Depot takes care of them serving as a
resource by providing the services, solutions and products they need.
The 30-second commercial can be viewed here.
Survey methodology: Fielded in May of 2017; Sample N=2,000 is
inclusive of SMB shoppers (600), contract sales shoppers (400), college
students (400) and personal shoppers (600).
About Office Depot, Inc.
Office Depot, Inc. is a leading provider of products, services, and
solutions for every workplace – whether your workplace is an office,
home, school or car.
The company had 2016 annual sales of approximately $11 billion, employed
approximately 38,000 associates, and served consumers and businesses in
North America and abroad with approximately 1,400 retail stores,
award-winning e-commerce sites and a dedicated business-to-business
sales organization – with a global network of wholly owned operations,
franchisees, licensees and alliance partners. The company operates under
several banner brands including Office Depot, OfficeMax and Grand & Toy.
The company’s portfolio of exclusive product brands include TUL, Foray,
Brenton Studio, Ativa, WorkPro, Realspace and Highmark.
Office Depot, Inc.’s common stock is listed on the NASDAQ Global Select
Market under the symbol “ODP.”
Office Depot is a trademark of The Office Club, Inc. OfficeMax is a
trademark of OMX, Inc. ©2017 Office Depot, Inc. All rights reserved. Any
other product or company names mentioned herein are the trademarks of
their respective owners.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170626005226/en/
Source: Office Depot, Inc.
Office Depot, Inc.
Julianne Embry, 561-438-1451