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Taking Staples from: "Yeah we got that" (a selection strategy) to "That was easy" (a customer needs strategy) involved a year of intense planning, a new global messaging campaign, and thousands of man-hours. In my role as VP Creative Director, I led McCann and the Staples internal 200-person advertising agency to an entirely new and distinctive visual expression of that brand positioning. Here is a little of what was accomplished.

Client: Staples

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