Tribal DDB Chicago Gets OfficeMax for E-Mail

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Office supplies retailer OfficeMax tapped Omnicom Group Inc.'s Tribal DDB Chicago to handle e-mail marketing for customer acquisition and retention.


The agency previously handled e-mail for OfficeMax on a project basis. Tribal DDB Chicago sibling DDB Chicago is OfficeMax's agency of record, responsible for television, radio, print and in-store advertising.


"They've had ongoing e-mail marketing efforts, but it hasn't been mined for as much efficiency and efficacy as e-mail marketing can provide," said Paul Gunning, vice president and general manager of Tribal DDB Chicago.


"Their previous efforts were one to many -- at least a different couple of versions to the whole base," he said. "We're helping them put a much more strategic focus on how they can target and speak to the different levels of customers."


OfficeMax's review included several agencies and the in-house option. OfficeMax chose Tribal DDB Chicago as e-mail agency of record for its experience in retail online marketing. The agency handles brands like McDonald's, Gatorade, PepsiCo, State Farm, J.C. Penney, Lenscrafter, Emerson, Dell and The Home Depot.


Focused on both business and consumer sales, OfficeMax uses catalogs, direct sales, the Internet and a network of 900-plus superstores. The company sells a range of merchandise to an audience with distinct levels of need.


"We're helping them identify who these customers are, what their different interest levels are and then communicating to them about the proper subjects," Gunning said. "And, most importantly, then taking all of that and wrapping around it a complete analytics model to show ROI."


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