Office Depot Inc., the nation's largest retailer of office products, named BBDO New York as its agency of record on an estimated $50 million account after a four-month review.
Four agencies competed for the account, including finalists Grey Worldwide, New York, and DDB Worldwide, Chicago. Gold Coast Associates, Miami, was the incumbent.
BBDO New York will handle all creative for a campaign that breaks this fall. Rapp Collins Worldwide, Dallas, will handle direct marketing, and @tmosphere, New York, BBDO's interactive arm, will be responsible for online marketing efforts.
In addition, MarketStar will provide local marketing help, and the Media Planning Group will plan and buy broadcast media.
While traditional advertising will play a key role, direct-to-consumer efforts also are expected to play a part in the marketing push for Office Depot, Delray Beach, FL.
Tim Searcy, divisional president of Rapp Collins Worldwide, Dallas, said direct marketing would be essential, given that officedepot.com is the second-largest online retailer, behind Amazon.com.
“The client, first and foremost, wants to leverage its existing database across all channels,” Searcy said. “It also wants to increase market share with each individual customer and then to expand that customer base as well.”
Rapp Collins' direct marketing services to Office Depot include direct mail, telemarketing, and direct response radio and TV.
“We're going to use all media channels that will drive traffic to their catalog and the Web as well as their retail outlets,” Searcy said. “[However,] the primary focus for us is retail.”
Rapp Collins also will work with BBDO's @tmosphere. Rapp Collins and BBDO are owned by the same ad conglomerate, Omnicom Group, New York.
While maintaining 820 North American stores, Office Depot also mails 300 million catalogs in 12 countries and nine languages. It has 10 international Web sites.
Jeff Brooks, managing director at @tmosphere, New York, said Office Depot was the new agency's fourth win in as many months.
Tactics under consideration are customer relationship management, e-mail marketing and “using the Internet to bolster activity in all relevant channels,” Brooks said.
“Our contribution will come in the form of creating digital marketing programs that build the overall [Office Depot] brand strategy, which is further emphasizing the focus on small business and leveraging Office Depot's services and solutions for that target,” he said.