Staples Looks to Build In-House

Send help fast. Staples is looking to hire a staggering 80-90 people in upcoming weeks to staff its first in-house creative department.
Wanted: art directors, designers, copywriters, traffic managers, print production specialists and account service personnel.
The department will develop print, collateral, direct mail and catalogues as well as online advertising, according to Judy Shapiro, the vice president of corporate advertising newly charged with “pulling it all together.”
Given the current full employment conditions and competition from agencies such as Arnold Communications, where new business in just the last two weeks has created dozens of new openings, Shapiro has a tall order to fill. And she knows it. Staples’ draw for recruits, she said, is the ability to “work on and shape a single brand.”
The creation of the department is not expected to affect Staple’s long-running relationship with Cliff Freeman and Partners in New York, which creates its broadcast ads, Pro Media in Natick, Mass., which handles broadcast media buying, or i-Traffic in New York, which works on Internet-related initiatives, Shapiro said.
Shapiro had reported to executive vice president of marketing Jeanne Lewis, who was recently named president of Staples.com. A replacement is being sought, Shapiro said.
Shapiro joined Staples more than a year ago after stints in marketing at retail-oriented companies such as J. Baker, Boston Bed & Bath and earlier in her career at the defunct Bank of New England.
Staples’ goal is to bring consistency to all its marketing messages as it evolves with new channels of distribution, such as direct to consumers over the Internet, and offers services such as payroll management and telecommunications consulting and installation.
“Our vision is to provide everything business people need,” said Staples representative Brad Williams.