CLIENT
Officeworks
Karl Winther, National Marketing Manager
Simon Davenport, National advertising and communications manager
Alex Staley – National corporate affairs and brand manager
Tiffany Rudick – National CRM & digital Marketing Manager
Sophia Lindsay – Advertising Creative Services Manager
Jackie Allen – Advertising strategy and media manager
Carla Carafa – Consumer Communications Manager
AGENCY
Andrew Foote, Partner / Executive Creative Director
Susan Bird, Director/GAD
Pieter-Paul von Weilier, Strategy Director
George Freckelton, Creative Director
Rhyen Ellis, Senior Art Director
Karl Graham, Senior Copywriter
Columbus
Trent Light, Strategy Director
Iniative
Liam Loan – Lack , Client Director
Haystac
Nicole Hamilton, Group Account Director
AKQA
Sarah Sproule, Client partner Preetash Parmar, Head of CRM and Strategy
SUMMARY
Over the back-to-school season, Officeworks wasn’t just a smarter store choice—it also delivered a smarter campaign. A combined approach of brand building and sales activation, implemented together with an Australian media first, drove us to commercial success. Key products sold out faster than was forecast, and Officeworks grew sales by an impressive XXX far outweighing the 2.1% growth in the wider retail sector.1 This campaign not only delivered impressive short-term effects; it also shows how going beyond just simple product and price messaging during a trade period is more effective, and positively impacts brand perception.
