|Staples Selects Martin|Williams Advertising as Its Advertising Agency of Record|
|FRAMINGHAM, Mass., Jul 10, 2002 (BUSINESS WIRE) -- Staples, Inc. (Nasdaq: SPLS)
today announced its selection of Omnicom Group's Martin|Williams Advertising,
Minneapolis as the advertising agency for the company's broadcast creative
The decision came after a three month review conducted by Select Resources, California. Recently, the review was narrowed to four finalists. In addition to Martin|Williams, the other finalists were Carmichael Lynch, Minneapolis and The Martin Agency, Richmond (both IPG shops) and independent Wieden + Kennedy, New York.
"It was a difficult decision as all four of our finalists are exceptional. However, Martin|Williams took the most holistic view, demonstrating their depth of knowledge of our customer and our business," said Shira Goodman, Executive Vice President of Marketing for Staples. "We are excited to work with Martin|Williams to deliver breakthrough creative consistent with our Back to Brighton strategy and focus on our small business customers."
"We were especially impressed with the customer insights Martin|Williams uncovered and the way they've translated this knowledge into our television advertising," said Judy Shapiro, Senior Vice President of Staples Corporate Advertising.
"This is an incredible opportunity for us," said Steve Collins, President and Chief Executive Officer of Martin|Williams. "Staples is such a great brand and has done some of the best advertising in the country over the years. They've set an extremely high standard for creativity in the office supply business, an industry that is still largely undifferentiated. We're extremely excited and up for the challenge."
Martin|Williams is expected to contribute on a strategic level across all of Staples diverse marketing communications efforts and will begin work immediately. In its new role, the agency will develop and produce Staples broadcast creative. All print advertising, direct and interactive marketing will continue to be handled by Staples internal agency. Mediacom will continue to plan and purchase all broadcast media.
Martin|Williams Advertising is part of Martin|Williams, Inc., a $300 million Minneapolis-based full-service communications agency. Operating units of Martin|Williams Inc. include Martin|Williams Advertising, Creo International, (international and cross-cultural communications); and Karwoski & Courage Public Relations.
Staples, Inc. is an $11 billion retailer of office supplies, business services, furniture and technology to consumers and businesses from home-based businesses to Fortune 500 companies in the United States, Canada, the United Kingdom, Germany, the Netherlands and Portugal. Headquartered outside Boston, Staples invented the office superstore concept and today is the largest operator of office superstores in the world. The company has approximately 53,000 associates servicing customers through more than 1,400 office superstores, mail order catalogs, e-commerce and a contract business. More information about the company is available at www.staples.com.