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Office Depot’s creative and media review comes amid store closings at the retailer, which merged with OfficeMax late last year.
The decision to close 400 stores by the end of 2016 stemmed from location overlap between the two brands. Today, the company also hired a North American president: Mark Cosby, former president of CVS’ pharmacy business. Now, the combined company, which operates under the banner of Office Depot, is rethinking its marketing strategy.
Collectively, the two brands spent $105 million in media last year, with the bulk of those dollars—$70 million—going to Office Depot, according to Kantar Media.
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