Maher Bird takes on £5m Office World role

Maher Bird Associates has won the £5 million integrated advertising account for the office supplies retailer Office World in a pitch against the incumbent, McCann-Erickson Manchester, and The Marketing Store.

Office World, which competes against the likes of WH Smith, Staples and Ryman, is seeking to boost its advertising ahead of an aggressive growth strategy.

"Our business has changed extensively over the past year and, as such, our advertising needs have considerably altered," Jason Symington, the head of marketing at Office World, said. "We wanted a fresh look at our creative needs as over the next three years we are looking to grow our number of stores and direct sales operation."

MBA will be responsible for above-the-line advertising, including press and posters, direct marketing, in-store promotion, design and third-party promotional tie-ups and digital campaigns. It will also act as a brand guardian for wider creative work to ensure continuity of look, tone and feel when working with other roster agencies.

The first campaign launches in mid-March and will target small businesses, home workers, students and leisure shoppers. Future campaigns will focus on key sales periods during the year, such as the back-to-school period.

"The fast turnaround of work makes retail clients very demanding to work on. This is a great opportunity for us and the agency's experience in retail helped us win the account," Graham Monk, the MBA deputy chairman, said.

The appointment comes a week after Office World announced that John Ayling & Associates won the media planning and buying account after a pitch against the incumbent, Universal McCann, and BJK&E.

Office World has 57 stores in the UK, 14 in Switzerland, 12 in Germany and four in France.