OFFICE DEPOT SWITCHES TO DEVITO/VERDI.

Advertising Age, December, 1998 by Cuneo, Alice Z.

Office Depot, in a surprise move, is shifting its $50 million account to DeVito/Verdi, a small but brassy New York shop that has made its mark in the retail advertising arena.

The change in agencies follows a quiet, closed review that also included incumbent Wyse Advertising, Cleveland, and McKinney & Silver, Raleigh, N.C. It is part of an overall change in marketing strategy for the chain of office products megastores.

Wyse isn't the only thing out at Office Depot as a result of the shift; the chain is also saying goodbye to quirky cartoon spokesman Dilbert.

"We have changed strategies," said Tom Cross, senior VP-advertising and marketing at Office Depot. New marketing efforts will be more product-focused, he said.

STRUGGLING...

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