Case Study
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Effie Worldwide, Gold, North America Effies, 2017
This case study shows how Office Depot OfficeMax, an office supplies and technology brand, used 'The Co-Worker Collection' campaign, in the US, to transform the tradition of office gifting by bringing in new customers.
Case Study
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Pieter-Paul von Weiler, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2016
This case study shows how Officeworks, Australia's largest office products retailer, took a combined approach to sales activation and brand building to increase its sales and brand awareness.
Article
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Gwen Morrison, WPP Atticus Awards, Merit, Branding and Identity, 2016
This paper explores the ways in which brands have evolved beyond creating connections, to inspire deeper levels of emotional support from their audience.
Case Study
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Pieter-Paul von Weiler, Brigitte Bayard and James Sheard, The Communications Council, Silver, Australian Effie Awards, 2014
This case study describes a campaign by Officeworks, the large Australian retailer, to reposition its brand from functional benefits to caring about people's ideas and helping them achieve.
Opinion
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Robert Passikoff, February 2013
Looks as if Office Depot is going to buy OfficeMax. That purchase would combine the #2 and #3 office supply retailers, leaving only the new entity and Staples (currently #1), in an industry that has been pretty much undifferentiated and, in the industry's terminology, "overstored." We'd like to give you some engagement and loyalty facts about these category players, but we can't.
Article
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Deloitte, January 2013
The 16th annual Global Powers of Retailing report identifies the 250 largest retailers around the world for the 2011 fiscal year.
Article
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Deloitte, January 2012
This report identifies the 250 largest retailers around the world and examines trends for retailers to consider as they plan their growth strategies.
Article
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Rita Wheat and Eric Pakurar, WPP Atticus Awards, Highly Commended, 2011
This summary highlights emerging technologies and their relevance to marketers. It describes what each technology is for, who will use it, its role in the purchase decision journey, the competitive space, partners, campaign examples and brand opportunities.
Article
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Joseph Clift and Roderick White, WARC Best Practice, December 2011
This paper discusses advertising to women and the female audience. The following points are highlighted: the position of women in society has changed profoundly in recent years, men and women have statistically different cognitive styles, and different female cohorts respond to ads in very different ways.
Article
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Gale American Industry Overviews, 2011
This paper provides an overview of the stationery industry in the United States. Products include correspondence-type tablets, paper desk pads, loose-leaf filler paper, memo books, newsprint tablets and pads, notebooks, stationery, and various other padded paper products.
Article
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Gale Emerging Industry Overviews, 2011
This paper provides an overview of the risk management services industry, primarily in the United States.
Article
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Josey Duncan Lee, WPP Atticus Awards, Highly Commended, 2010
Josey Duncan Lee from Landor Associates explores the reoccurring themes from the panels and presentations at the Economist's seventh annual marketing forum.
Article
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WARC Exclusive, November 2010
This briefing offers an overview of the history, theories and key trends related to marketing to SMEs.
Research Paper
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Karen Nelson-Field and Gavin Klose, ESOMAR, WM3, Berlin, October 2010
This presentation documents ‘current practice’ in terms of social media integration into marketing strategy based on a quantitative survey of over 240 organisations.
News
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10 November 2009
NEW YORK: Major companies from Wal-Mart to Procter & Gamble are aiming to tap into the changing needs of US consumers in the financial crisis, with value expected to be among the key drivers of sales both during the holiday season and beyond.
Article
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Geoffrey Precourt, Event Reports, 4A's Webinar, October 2009
A “Creativity in the Age of Social Media” Webinar presentation to the American Association of Advertising Agencies (4A’s) by Edward Boches, chief creative officer/chief social media officer for Boston-based Mullen Advertising, is the focus of this article by Warc’s U.S.
Article
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The Futures Company, Yankelovich MONITOR Minute, October 2009
Millennial and Generation X men are researching, shopping and purchasing on the internet more than women.
Case Study
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Direct Marketing Association - US, Leader, ECHO Awards, 2009
Navistar is one of the world’s leading truck manufacturers based in the US. In January 2008, they decided to tackle a hitherto neglected market of small to medium fleet owners with 1 to 50 vehicles.
Article
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Geoffrey Precourt, WARC Exclusive, September 2009
In this paper, Geoffrey Precourt, WARC’s U.S. Editor, examines the trends demonstrated by the short-listed entries to the 2009 Jay Chiat Awards.
Case Study
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Jay Chiat Strategic Excellence Awards, Bronze, 2009
For the 2008 Back to School season, OfficeMax planned to focus on a new audience, shifting its emphasis away from children and “tweens” to women in the workplace.
Research Paper
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Kim Bartel Sheehan and Deborah K. Morrison, The Journal of Interactive Advertising, Vol 9, No 2, Spring 2009
The advertising landscape has experienced dramatic change over the past several years, as consumers spend more time online, have more control over traditional advertising vehicles, and chose to create and share their own content.
Research Paper
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Anita Black, Mitra Martin and Keith Navratil, ESOMAR, Qualitative Research, Paris, November 2007
It is key to marketers to learn what makes people act, both at the most fundamental level and with regard to brands.
Article
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Millward Brown Points of View, 2007
Woody Allen is reputed to have said, “Eighty percent of success is showing up.” Unfortunately this cannot be taken for granted in the world of branded content, even though many brands pay for the privilege of showing up in movies, TV programs and video games.
Case Study
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Sharyn Kolberg, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp. 847-858
In 1994 Kmart Corporation came close to bankruptcy. In October of that year the company—then the second-largest retailer in the United States—posted its seventh consecutive quarterly decline in profits, closed 100 of its 2,350 stores, cut the ranks of management by 10 percent, and laid off 5,350 hourly employees.
Case Study
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Ed Dinger, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp. 1221-1224
OfficeMax Inc., the third largest chain in the office supplies superstore category, faced the difficult task of differentiating itself from larger rivals Staples, Inc., and Office Depot, Inc.
