Dorlands wins Nicorette and Staples

Bates Dorland is claiming a multi-million pound billings boost with the capture of Staples, the office products superstore chain, and Nicorette, the product which helps smokers trying to give up.

Bates Dorland is claiming a multi-million pound billings boost with

the capture of Staples, the office products superstore chain, and

Nicorette, the product which helps smokers trying to give up.



The switch of the Staples business follows presentations made by the

agency last month and precedes an expected doubling of the company’s

budget to pounds 8 million this year.



The arrival of the pounds 1.5 million Nicorette account from WCRS is the

result of a realignment by its manufacturer, Pharmacia and Upjohn. Media

moves to Zenith Media.



The changes mean the brand using a network which has British American

Tobacco as one of its biggest global clients.



However, Chris Clark, the managing director of Dorlands, insisted

Nicorette’s arrival posed no conflict problems with the group’s BAT

business. ’BAT isn’t a UK client and takes the view that if somebody

wants to quit smoking, that’s perfectly OK.



BAT advertising is all about brand switching rather than encouraging new

smokers,’ he said.



Staples, which has 34 outlets across the UK, is gearing up for a major

assault on the market following last year’s acquisition by its US parent

company of its biggest rival, Office Depot.



The move resulted in the Kingfisher group withdrawing from its 50 per

cent shareholding in Staples in the UK.



Previously, Dorlands and its sister agency, Zenith Media, handled media

arrangements for Staples, with creative work produced by Creative

Communications in Leeds.



The business plugs one of the few retail gaps left within Dorlands,

which already handles Woolworths, B&Q, Safeway, Allders and the Halifax

building society.



Sheila Fegredo, Staples’ marketing controller in the UK, said: ’Dorlands

showed a good understanding of the issues facing our business.’



Graham Hinton, the chairman of Dorlands, said: ’Commercial expansion and

the IT revolution is fuelling the office supplies market and Staples is

ideally suited to meet the growing demand.’



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