Retail chain Staples has named Mediahub, the Boston-based media division of IPG’s MullenLowe, as its newest agency partner after a competitive review.
The review pitted several agencies against one another with a focus on consumer insights and data services. Mediahub will handle the offline portion of Staples’ marketing efforts, including TV, out-of-home and print placements. Its first assignment concerns working on the Framingham, Mass.-based company’s big back-to-school campaign.
“Mediahub demonstrated passion for our brand, true understanding of our consumers and exceptional creativity coupled with accountability in their thinking about driving the Staples business forward,” said vp of stores and online marketing Christine Mallon in a statement.
Mediahub Boston executive director Keith Lusby added, “We are pleased to partner with Staples, whose marketing team understands the importance of marrying insights, creative and technology to build strong campaigns that deliver in the hypercompetitive retail space. Through the power of our communications planning focus, we have unearthed unique insights from our audience that go beyond what media the target audience is viewing and dives deeper into how they are using media to make purchase choices.”
Mediahub now joins other IPG agencies working on the business, including digital creative shop MRM//McCann and production unit Craft. The account left longtime AOR McCann New York for mcgarrybowen in 2013 but returned to the IPG fold last year, with the McCann organization later absorbing Staples’ 100-strong in-house production department and merging it with Craft. iProspect currently handles the digital media portion of the business.
Kantar Media’s latest numbers show Staples spending roughly $100 million on measured media in the U.S. in each of the past two years and $21.5 million during the first quarter of 2017. Offline media may account for as much as 40-50 percent of that total.
Earlier this summer, retail-focused private equity firm Sycamore Partners reached a deal to acquire Staples for $6.9 billion. Last week, the company announced that stakeholders would vote on the takeover in September.