zbar

On January 3 of last year, Office Depot scored a home run with the Sun-Sentinel. Advertising and marketing columnist Jeff Zbar led his story this way: Office Depot is taking care of business again. The office supply retailer has reached back to refresh its long-time "Taking Care of Business" marketing...

By Bob Norman

May 16, 2006

[
        {
          "name": "GPT - Billboard - Slot Inline - Content - Labeled - No Desktop",
          "component": "16971022",
          "insertPoint": "2",
          "requiredCountToDisplay": "2"
        },{
          "name": "Editor Picks",
          "component": "15769925",
          "insertPoint": "4",
          "requiredCountToDisplay": "1"
        },{
          "name": "Inline Links",
          "component": "16575154",
          "insertPoint": "8th",
          "startingPoint": 8,
          "requiredCountToDisplay": "7",
          "maxInsertions": 25
        },{
          "name": "GPT - Rectangle 2x - Slot Auto-select - Labeled",
          "component": "15782206",
          "insertPoint": "8th",
          "startingPoint": 8,
          "requiredCountToDisplay": "7",
          "maxInsertions": 25
        },{
          "name": "Inline Links",
          "component": "16575154",
          "insertPoint": "8th",
          "startingPoint": 12,
          "requiredCountToDisplay": "11",
          "maxInsertions": 25
        },{
          "name": "GPT - Leaderboard to Tower - Slot Auto-select - Labeled",
          "component": "15782207",
          "insertPoint": "8th",
          "startingPoint": 12,
          "requiredCountToDisplay": "11",
          "maxInsertions": 25
        }
      ]

On January 3 of last year, Office Depot scored a home run with the Sun-Sentinel. Advertising and marketing columnist Jeff Zbar led his story this way:

Office Depot is taking care of business again.

The office supply retailer has reached back to refresh its long-time "Taking Care of Business" marketing tagline. At the same time, the company has announced it has dropped its Olympic sponsorship to launch a partnership with NASCAR. Executives hope the new deal will build a stronger affinity with business owners and female shoppers.

The "Taking Care of Business" theme will be used throughout the company and its marketing, from a new ad campaign that debuts today, to its Internet site, in-store signs and the training of its almost 40,000 employees worldwide. Executives hope the marketing program will refocus Office Depot on the business customer, representing more than 80 percent of the company's sales globally.

See that? Zbar led his story with the new Office Depot slogan. Ingenious. He couldn't have

KEEP NEW TIMES FREE... Since we started New Times, it has been defined as the free, independent voice of South Florida, and we'd like to keep it that way. Your membership allows us to continue offering readers access to our incisive coverage of local news, food, and culture with no paywalls. You can support us by joining as a member for as little as $1.

Journalist Bob Norman has been raking the muck of South Florida for the past 25 years. His work has led to criminal cases against corrupt politicians, the ouster of bad judges from the bench, and has garnered dozens of state, regional, and national awards.

Contact: Bob Norman