Staples Selects Martin/Williams

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Staples will attempt to close the gap with category leader Office Depot by focusing new advertising on small-business customers. Martin/Williams’ first work, which will target that segment, is slated to appear in the fall.

Framingham, Mass.-based Staples last week tapped the shop to handle broadcast creative du ties on its $70 million account. Martin/Williams will take a lead strategy role on the account, working closely with Staples’ in-house agency, said Judy Sha piro, the company’s senior vp of corporate advertising.

“This is a great op portunity to combine the strengths of our in-house department, which has worked on the brand for years, with new ideas from Martin/Williams,” she said.

Several factors drove the Staples review, most notably a desire by senior managers—some of whom were recently installed—to boost the fortunes of the nation’s No.





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