3M – The Devil Wears Prada

The UK office stationery market is highly fragmented, with thousands of products competing within a complex distribution network.
  

3M – The Devil Wears Prada

Agency name: Blue Chip Marketing Client name: 3M UK Plc Category: Tie-in Country: UK

BACKGROUND

The UK office stationery market is highly fragmented with 1000's of products competing within a complex distribution network.

Brand communication focus is typically within the distribution channels, conveyed via detailed product catalogues and websites.

The result is an extremely cluttered environment where a host of rational offers, such as extra free product, fight for attention.

3M wanted to stand-out in this NOISY environment and offer a purchase benefit above competitor and own label 'copy...

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