Staples Shifts Focus to Business

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Staples has selected Martin/Williams over The Martin Agency and two other finalists to relaunch its brand to a business-oriented audience in new work expected this fall.

The Framingham, Mass.-based office-supply retailer last week chose the Minneapolis shop to handle the broadcast creative duties on its $70 million advertising account. Martin/Williams will take a lead strategy role on the account, working closely with Staples’ in-house agency, said Judy Shapiro, the company’s senior vice president of corporate advertising.

“This is a great opportunity to combine the strengths of our in-house department, which has been working on the brand for years, with new...

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