Office Depot, Inc Awards Marketing Agency of Record Duties to WPP
Office Depot, Inc. (NASDAQ:ODP) and Y&R announced today that Office Depot has selected WPP’s (NYSE: WPPGY) Y&R-led Office Depot Partnership as the brand’s new marketing partner. The agency appointment is an important step as Office Depot continues its transformation from a traditional office products retailer to a broader business services platform.
The Y&R-led Office Depot Partnership brings together best-in-class solutions from across the WPP network, including the expertise of Landor, VML and MediaCom. The Office Depot Partnership will handle consolidated marketing activities: Y&R will lead extensive brand platform development and creative campaign work, with Landor handling brand identity development, VML focusing on digital transformation and ecommerce solutions, and MediaCom handling media duties.
“Our vision and strategy to transform Office Depot is laser focused on better serving small business owners, enterprise customers and consumers with the products and technology services they want,” said Jerri DeVard, chief marketing and customer officer of Office Depot, Inc. “The Y&R-led Partnership will walk this road of transformation with us as we bring our vision to life in a new way that excites and energises people about Office Depot.”
Y&R Global CEO David Sable, stated, “We see this as an exciting opportunity to work with people who want to transform their business, and we are partnering across disciplines and channels. To that end, we have drawn from the highest tier of expertise around the WPP network to join Office Depot in what we believe will be a category revolution.”
This selection follows the news that Office Depot recently unveiled its Austin market makeover of 14 stores in Austin, Texas, that integrate the company’s BizBox offering. The reimagined stores offer a first-of-its-kind suite of services for small businesses and entrepreneurs.