'Taking Care' of Office Depot

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Gold Coast Regains Creative Account, Business Focus of Retailer
ATLANTA–In the end, it all came down to “Taking care of business.”
Bachman Turner Overdrive’s classic rock radio staple and the tagline inspired by it are back at the center of a new campaign for Office Depot. It was also the reason the account returned to its longtime agency, Gold Coast Advertising, after three years at as many shops.
“If you look at the category . . . there may have been a tendency [to] focus advertising and marketing a little more at a consumer base, instead of focusing at businesses,” said Bob Utsman, Gold Coast chairman.





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