Razorfish Adds Staples Digital Media

BOSTON Staples has awarded its digital media chores to Razorfish following a review, the client confirmed today.
The work covers media planning, buying and analytics support.
The Framingham, Mass.-based retailer’s digital spending was not disclosed, though it spent $60 million overall in 2008 in measured media, per Nielsen. That’s down from $100 million-plus in ’07.

Pete Stein, Eastern regional president at Razorfish, said in a statement, “We look forward to helping Staples build its business through a combination of creative media strategies and a focus on data to drive great results.”
Don LeBlanc, svp, retail marketing at the client, praised the shop’s creative thinking, consumer insights and analytics, which he said would “help us communicate and connect with our customer across digital media.”

Razorfish’s mandate covers online display advertising; iProspect continues to handle Staples’ search ad chores.

MediaCom previously handled the online display buying business that moves to Razorfish, though it retains the broadcast assignment.
Staple handles the bulks of its digital creative chores in-house. McCann Erickson is the lead creative shop.
Staples is the first major new-business score for Razorfish since Paris-based Publicis Groupe agreed last month to acquire the i-shop from Microsoft for $530 million.