NAVIGATION

April 23, 2018

Press Release

Office Depot, Inc. Launches Iconic “Taking Care of Business” Brand Platform

| 6/27/2017

BOCA RATON, Fla.-- Office Depot, Inc. (NASDAQ:ODP), a leading provider of office products, services, and solutions, announced the launch of its iconic “Taking Care of Business” brand platform, which has been modernized for today’s busy working professionals and consumers alike. The company’s interactions with customers will emphasize the sentiment: “You Take Care of Business, We Take Care of You.” As part of the brand platform rollout, the company is unveiling its national advertising campaign.

The new “Taking Care of Business” brand platform and advertising campaign not only resonates with its customers, but strengthens Office Depot’s position as a reliable resource for them while affording the company opportunities for growth and expansion in the future.

“‘Taking Care of Business’ was instantly recognizable by all of our customer segments and gave us distinct brand differentiation,” said Diane Nick, senior vice president of marketing for Office Depot, Inc. “We know our customers work hard at taking care of their businesses. Through this platform that will be amplified across our channels, we want them to know that we’ll be there to take care of them.”

And, customers will hear a familiar tune playing in the background of the television and radio commercials — the original version of the well-known song, “Taking Care of Business” — tested well in a survey of 2,000 participants comprised of shoppers representing groups such as small business (SMBs), enterprise or contract, and personal, in addition to college students. They identified it as “for people like me,” “fresh” and “innovative,” driving a significant lift in Office Depot’s brand perception.

“The modernized version of ’Taking Care of Business’ also conveys that everyone has business needs to take care of regardless of the inevitable twists and turns in today’s fast-paced, non-stop world,” added Nick. “Office Depot is keeping up with these changes to best deliver on taking care of the customer. Research we conducted found that many of our customers, business owners and moms alike, consider themselves resourceful. Through this brand platform, Office Depot is the go-to resource for these resourceful individuals.”

The advertising campaign is fully-integrated and supported with national television and radio ads; social media; digital advertising; email marketing; inserts; direct mail; and in retail stores and on officedepot.com including the mobile site, mobile app and more.

The brand platform and advertising campaign was developed in conjunction with the company’s agency of record, Zimmerman Advertising.

“With the new Taking Care of Business campaign, Office Depot becomes the champion of its customers, showing how the company is there to help them win and succeed,” said Michael Goldberg, chief executive officer at Zimmerman Advertising.

Two national television commercials were produced and one features workers from different occupations: entrepreneur, mom, architect, general contractor, plumber and office professionals highlighting how they manage to take care of their business in the face of life’s obstacles. In turn, Office Depot takes care of them serving as a resource by providing the services, solutions and products they need. The 30-second commercial can be viewed here.

Survey methodology: Fielded in May of 2017; Sample N=2,000 is inclusive of SMB shoppers (600), contract sales shoppers (400), college students (400) and personal shoppers (600).

 

About Office Depot, Inc.

Office Depot, Inc. is a leading provider of products, services, and solutions for every workplace – whether your workplace is an office, home, school or car.

The company had 2016 annual sales of approximately $11 billion, employed approximately 38,000 associates, and served consumers and businesses in North America and abroad with approximately 1,400 retail stores, award-winning e-commerce sites and a dedicated business-to-business sales organization – with a global network of wholly owned operations, franchisees, licensees and alliance partners. The company operates under several banner brands including Office Depot, OfficeMax and Grand & Toy. The company’s portfolio of exclusive product brands include TUL, Foray, Brenton Studio, Ativa, WorkPro, Realspace and Highmark.

Office Depot, Inc.’s common stock is listed on the NASDAQ Global Select Market under the symbol “ODP.”

Office Depot is a trademark of The Office Club, Inc. OfficeMax is a trademark of OMX, Inc. ©2017 Office Depot, Inc. All rights reserved. Any other product or company names mentioned herein are the trademarks of their respective owners.


Tags: Media & Marketing, Retail & Sales

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