Dot.com Taps Doner

OfficeMax has assigned its $15 million dot.com account to Doner, bypassing its lead agency, Campbell-Ewald Advertising.
A print, radio and outdoor campaign breaks today promoting the Cleveland retailer’s
e-commerce site. Interim TV spots that are currently running were adapted from CEA’s campaign.
OfficeMax officials declined to comment on why they chose Doner over their mainstream agency for the dot.com account, but sources said it is being run separately from the bricks-and-mortar business. The company is planning to spin off the dot.com as an IPO, and wanted a separate resource.
Doner, in Southfield, Mich., had worked for OfficeMax.com in the late 1980s.
Doner’s efforts promote the site as a way for small business customers to save time and secure supplies from OfficeMax.
The creative direction of the new campaign is reflected in print and outdoor ads, which
picture a computer keyboard. The copy reads, “Get office supplies without getting off your rear end,” with the “end” key on a computer keyboard incorporated into the headline.
Print ads are running in December and January in issues of Time and SmartMoney, among other titles. Outdoor ads will run in markets including San Francisco, Austin, Cleveland, Seattle, Boston, Atlanta and Dallas. The campaign also has a radio component.
“Small businesses and entrepreneurs are making use of the Internet, and our job is to help OfficeMax.com [become] the premier brand in its category,” said Alan Kalter, Doner CEO.