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Staples Business Depot conducts radio campaign

Office supply retailer Staples Business Depot has begun a national radio campaign aimed at small businesses and home office workers. The ads depict the chain as a way to make work life less complicated. The creative makes use of a returning cast of characters in an office setting who run into problems and make mistakes which are then fixed by Staples Business Depot. “The establishment of an ongoing ensemble cast of office characters who will be returning again and again is an interesting way to engage the listener,” said Lori Ross, the company’s vice-president of marketing. “What trouble are our characters going to run into next? This strategy allows us to increase familiarity and build intrigue into ongoing communications.” Eight executions have been released since the campaign began, with more to come. The campaign, created by MacLaren McCann of Toronto, is running in 50 markets nationally.

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