Diana Marszalek 17 Oct 2018 // 11:55PM GMT
BOCA RATON, FLA — Office Depot has named BCW as its PR agency of record, extending the retail giant’s relationship with agencies across WPP.
BCW has created a special Office Depot team to handle the account, pooling talent from across the agency's brands. The team is charged with helping Office Depot communicate its transformation story through an integrated communications platform that builds its corporate reputation, positioning and thought leadership in the business services category, BCW said.
Office Depot has worked with a wide range of PR agencies, including Edelman, in recent years.
Having BCW on board builds out the larger marketing partnership Office Depot struck in March with WPP. The holding company also created a specialist Office Depot team made up of individuals from its various agencies.
That team handles work including brand platform development, creative campaign work, brand identity, e-commerce solutions, digital activation and media buying. It is led by VMLY&R, the brand experience agency WPP created in September by merging VML and Y&R. MediaCom and Landor also are working on the account.
WPP won the Office Depot account in a competitive review for agencies equipped to drive and launch a rebrand, as well as develop digital platforms. The retailer had been working with Zimmerman Advertising for less than a year when its RFP went out.