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
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.’