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...