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OfficeMax launches a new tagline, “Max means more,” in radio spots from Publicis in Mid America that break this week.
The first pool of national radio work breaks Monday on the ABC network. The tag replaces, “You supply the ambition. We’ll supply everything else,” which the Chicago shop created in July 2000, shortly after winning the Cleveland office-supply chain’s $60 million business.
Barry Krause, Publicis chairman and CEO, said OfficeMax chose to use radio, online ads and newspaper inserts to introduce its new message because executives thought television was too cluttered with competitors.
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