Office Depot Signs Up NSA

NEW YORK Office Depot, a global supplier of office products and services, has selected Interpublic Group’s NSA Media as its North American print agency of record after a review, the shop has confirmed.

NSA Media, a unit managed by IPG’s Mediabrands, was awarded full stewardship of the brand’s print marketing including research, planning, activation and auditing.

For now, an agency rep said, the shop would focus on the client’s newspaper strategy, its primary print channel. The client spent nearly $25 million on newspaper ads in 2007 and more than $10 million from January to September 2008, according to Nielsen Monitor-Plus.

The client’s previous agency for print services was Evantus Print Media. Other contenders could not be identified and it was unclear whether Evantus participated in the review.
“Office Depot is a leader in the office products and services category because they are continually innovating,” said Mike Hayes, COO of NSA Media. “We are looking forward to partnering with Office Depot to develop fact-based solutions that will help them to improve individual store-level media and marketing performance.”

In a statement, the client said, “Office Depot selected NSA Media for its core print media capabilities and vision for the future of local marketing.”

Office Depot provides products and services to its customers through 1,705 worldwide retail stores, a dedicated sales force, catalogs and a $4.9 billion e-commerce operation. The company has annual sales of approximately $15.1 billion, and employs about 49,000 associates around the world.

NSA Media claims it is the largest single buyer of targeted local promotional print media in North America, placing more than $1.6 billion in buys in 2007.