Officeworks: Creating a customer-centric brand

This case study describes how Officeworks, an office supplies chain, achieved record growth by shifting its focus from being product-centric to customer-centric.

Officeworks: Creating a customer-centric brand

Executive Summary

This is the story of a marketing department whose vision helped define a company. Over the last 3–4 years, the vision of the Officeworks marketing team has shifted the focus of the company from being product-centric to customer-centric. By focusing on how office products enable people to realise their ideas, they achieved record growth in sales and enviable brand health in a market dominated by product and price advertising.

Effies Cases (50% of score)

Provide a summary of the Effies cases entered over the last 3 years, and any other relevant awards in...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands