Zenith loses 6m Staples media brief to Optimedia

Office supplies retailer Staples has switched its 6m media account from Zenith Media to Optimedia.

The agency won the account in a pitch against TMD Carat, the Media Business as well as Zenith, which had held the account for two years.

Staples media and advertising manager Nick Forster says: “We like to review our suppliers continually. We liked what Optimedia had to offer.”

The chain’s creative account, held by Bates Dorland, is also under review. Bates won the business from Leeds-based agency Creative Communications, only last year.

Staples has 41 superstores across the UK. Until 1996, the Kingfisher Group had a 50 per cent stake in the UK business. Then US-owned parent Staples announced it planned to acquire US rival Office Depot for 2.5bn. Kingfisher sold its stake back to Staples in the US for 23.5m in December 1996.

Staples operates 574 stores in the US and Canada, while Office Depot has 572 outlets in the US.

The bid for Office Depot was eventually ruled anti-competitive in 1997 by the Federal Trade Commission and the proposed merger was scrapped.

Last year, Staples tested TV in the UK and Forster says the company will use the medium again for its forthcoming campaign. Press ads will also be used.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here