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Staples begins Pro Time campaign

Office supply retail chain Staples Canada has begun a back-to-school season advertising campaign. The initiative features the Canadian introduction of the tagline, "It's Pro Time," which debuted in the United States earlier this year. According to the company, the tagline is intended to encompass professionals, students, teachers and parents.

The national campaign includes television, radio, digital and print advertising, as well as flyers, online materials, email communications and a temporary retail location in Toronto. The campaign was adapted for the Canadian market by McCann Canada. The television and digital creative was developed by McCann, while the radio was produced by Pirate Radio. The print ads were created in-house.

"The creative and tagline are spot on," said Mary Sagat, president of Staples Canada. "'It's Pro Time' resonates with our customer base, from parents and teachers to small business owners and entrepreneurs. 'It's Pro Time' champions and supports every effort to succeed like a pro and our busy back-to-school season is the perfect time for us to launch the slogan here in Canada."

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