Officeworks

Karl Winther, National Marketing Manager

AJF Partnership *Lead Agency

Andrew Foote, Partner/Executive Creative Director
Susan Bird, Director/ GAD
Pieter Paul von Weiler, Director/ Head of Strategy

Track *Lead Agency

Tess Doughty, Managing Partner

DT Digital

Alisia Muscat, General Manager

Haystac

Jason Carnew, General Manager

Columbus

Mark Duffy, Business Director

This is a story of evolutionary change and how playing the long game pays off. It is about how a new positioning for Officeworks helped the brand connect with people better. By supporting people’s ambitions and ideas, records in sales growth and brand health were achieved. This paper shows how taking a combined approach to sales activation and brand building can have a greater impact on a company’s bottom line rather than separating the two, as many brands do. It also proves the power of customer-centric thinking when it comes to effectiveness and planning.