Skip to Content

News and Events

News Release

BACK Launches National Advertising Campaign to be 'Your Online Office Manager'; Cross-Sales-Channel Campaign Features National Television Spot
    Business/Technology Editors

    FRAMINGHAM, Mass.--(BUSINESS WIRE)--Sept. 27, 1999--Staples Inc. (NASDAQ:SPLS) today announced the launch of "Your Online Office Manager," a comprehensive, cross-channel, online and offline marketing campaign, which includes a national television spot, designed to generate sales for and drive traffic to The program was jointly developed by Cliff Freeman and Partners, i-traffic and Eisnor Interactive Inc., all based in New York City, and Staples' in-house advertising agency.

"Our goal is to be the preeminent office supply retailer to small business, whether they shop at, in our retail stores or through our catalog," said Jeanne Lewis, president of "To do this, we need to market ourselves online and offline to reach all our target customers. Online shoppers still read newspapers, listen to the radio, go into our retail stores and watch TV, and many of our traditional retail customers surf the Net and are beginning to shop online. Wherever they are, that's where Staples wants to be."

"Your Online Office Manager," which runs through the fall, focuses on promoting the time-saving features and functionality of, and how the site can act as a virtual assistant to a time-crunched office manager. The highlight of the campaign is a 30-second television commercial, called "Lightbulb," that will air in spot markets beginning September 27 and nationally on network television and cable beginning October 4. Similar to other commercials in Staples' "Yeah, we've got that!" campaign, the spot uses humor to relate to its target small business customer, and has a strong focus on the office manager as a hero.

In key markets where there are a high predominance of Internet shoppers, Staples' efforts include radio and newspaper advertisements, an enhanced television schedule and billboards, plus additional offline promotions. For example, in New York City, Staples will have advertisements on nearly every public city bus through October and every telephone booth at Fall Internet World at the Javits Center. The campaign will include direct mail, and also cross-promotes in other Staples' sales channels through in-store signage and offers in the company's traditional mail order catalog.


Launched in fall 1998, serves the home office and business customer via the Internet. The virtual store offers easy-to-use, customized features and intuitive functions to slash the cost and hassle of purchasing office supplies. More than 6,000 products are available on and it is open for business 24 hours a day, seven days a week. Customers receive free delivery on all orders over $50 and next-business day delivery is available in most U.S. markets.

About Staples

Staples Inc. is a $7 billion retailer of office supplies, furniture and technology to consumers and business from home-based businesses to Fortune 500 companies in the United States, Canada, the United Kingdom and Germany. Headquartered outside Boston, Staples invented the office superstore concept and today is the largest operator of office superstores in the world. The company has over 46,000 employees serving customers through more than 1,000 office superstores, mail order catalogs, e-commerce and a contract business. More information about the company is available at


     CONTACT: Staples Inc.
              Shannon Lapierre, 508-253-8468
              Corporate Ink
              Susan Keliher, 617-969-9192