Office Depot Campaign Takes Care of Business

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Office Depot gets down to business in the new year with an advertising campaign and NASCAR sponsorship focused on business customers, the Delray Beach, FL, company said yesterday.

Business customers account for more than 80 percent of Office Depot's sales globally across all channels. Its new campaign is built around the tagline "Taking Care of Business."

"In people's minds, the office supply superstores are interchangeable," Chuck Rubin, executive vice president and chief merchandising/marketing officer, said in a statement. "With Taking Care of Business, we have a highly differentiated position that will truly separate Office Depot from our core competitors."

In an online survey by Office Depot, 76 percent of the 583 small business owners who replied thought that Taking Care of Business best represented an office supply superstore when asked to compare the tagline with the taglines of Office Depot's top two competitors.

New 30-second TV ads and 60-second radio spots created by BBDO New York feature the tagline. They also depict small business customers and how Office Depot helps them succeed. The ads debuted last night and will be adapted for the Hispanic market.

Also announced yesterday was Office Depot's multi-year agreement with NASCAR to become the sport's first official office products partner beginning with the 2005 race season. The sponsorship, launching next month, will be incorporated into the Taking Care of Business campaign.

Chantal Todé covers catalog news as well as BTB marketing for DM News and DM To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting


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