BBDO Shares Office Depot With Zimmerman

ATLANTA BBDO has enlisted Omnicom sibling Zimmerman Partners to manage the retail store sales component of its Office Depot ad account, the agency said.

Zimmerman in Fort Lauderdale, Fla., will create national retail and localized in-store, direct mail, radio and newspaper print ads supporting BBDO’s national campaigns.

“We’ll activate the brand component,” said chairman and CEO Jordan Zimmerman. “‘What you need. What you need to know’ is a great line, but we’re the next day sales expert.”

“Zimmerman approaches the business differently than any agency I have ever seen,” said Lynne Seid, chief client officer at BBDO, New York, which has held the Office Depot account since 2001. “They do an incredible job of driving next day sales. We are a perfect complement to one another.”

Sources peg Zimmerman’s billings at nearly one-third the value of the account. The Delray Beach, Fla.-based client spent $103 million on measured media in 2002 and $74 million through November 2003, according to Nielsen Monitor-Plus.

The BBDO-Zimmerman model is similar to the one Zimmerman has with TBWA\Chiat\Day in that agency’s work for Nissan.

“We are pleased that we can align firms within our network to increase value and productivity for our clients,” said Tom Watson, Omnicom’s vice chairman. “Our goal is to grow Zimmerman’s role and further incorporate them with clients who recognize how important retailing is in today’s business climate.”