Office Depot is appointing WPP's Y&R as its new AOR following a formal review. This newly partnership will tap into the broader WPP network with Y&R leading brand platform development and creative campaign work, Landor handling brand identity development, VML focusing on digital transformation and ecommerce solutions, and MediaCom handling media duties.
Last year, the retailer placed the account in review a mere 10 months after announcing Zimmerman Advertising as its new AOR. This turbulence coincides as Office Depot adjusts to the changing retail landscape and online rivals like Amazon.
Late last year, Office Depot began shifting advertising towards digital and broadcast media, specifically targeting small and medium businesses.
“With a more focused strategy, we delivered a higher return on investment, improved traffic trends [and had] growth in new business customer acquisition,” said Office Depot's Gerry Smith during a call with investors. "We will continue to reduce our focus on traditional media, such as inserts, and to drive digital marketing vehicles, which are more efficient, reactive and measurable to maximize our return on investment."
The company spent $59.52 million on measured media in 2017, down from $62.37 million in 2016, according to Kantar Media.
The first work under this new partnership will debut later this year.