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Staples Ad Campaign Supports New Strategic Initiative

A recently launched television advertising campaign from Staples makes the point that, when it comes to products such as office furniture, small appliances and electronics, small businesses don’t need magic to succeed. Staples is always available to help, the ads suggest.

The new Staples television campaign launched on February 11. It includes one 30-second and three 15-second broadcast spots developed to highlight the breadth of products and services available through Staples, the retailer stated.

The ads air on high-profile national networks and cable shows including ABC’s “Castle,” “Grey’s Anatomy” and “Modern Family” as well as CBS’s “The Good Wife,” “The Mentalist,” “Two and a Half Men” and “NCIS.” McCann Erickson, New York created the campaign.

“Staples ad campaign brings our new strategy to life in a memorable way,” said Steve Fund, senior vp/global marketing, Staples. “The campaign highlights our vision of providing every product customers need as well as our unique omnichannel capabilities, which allow customers to shop in store, online, via mobile or a combination.”

In September, Staples, Inc. announced it had developed a new strategic plan that included integration of its retail and online elements, increased investment in its web-based businesses and operational reorganization. The initiative would include, Staples stated, leadership changes and initiation of a multi-year cost savings plan. Subsequently, president and COO Michael Miles Jr. resigned from the retailer to join Berkshire Partners LLC,

“Our vision is to establish Staples as the single-source product authority for millions of businesses,” Ron Sargent, Staples’ chairman and CEO, said in announcing the new strategy. “We are building on the strengths that are the foundation of our success by focusing on five key priorities: accelerate growth in our online businesses, fully integrate retail and online, improve retail store productivity, restructure our international operations and return cash to stakeholders.”