Staples Advantage taps Text 100 as US AOR

FRAMINGHAM, MA: Staples Advantage, the office supply retailer's b-to-b division, has hired Text 100 as its US AOR.

FRAMINGHAM, MA: Staples Advantage, the office supply retailer's b-to-b division, has hired Text 100 as its US AOR after a review.  

The agency will begin working with Staples Advantage in mid-May. Brian Carnevale, managing consultant at Text 100, will lead the account team, which will consist of staffers from Text 100's Boston and Rochester, NY, offices. Carnevale also has a lead role on the agency's Xerox account.

Staples Advantage's services include office supply delivery, facilities management, health and ergonomic services, and print and technology assistance.  

“It was a huge win for us,” said Scott Friedman, regional director at Text 100. “This was something that we view as one of the biggest wins of the year for us, if not the biggest, both in terms of brand and value.”

The account's scope of work includes an integrated mix of PR and social media, said Friedman. Thought leadership will be another significant component, as will technology, business, and trade media relations.

“They have a very complex organization with all these different business units and all these different service lines, all within Staples Advantage. Telling that as a single, cohesive story is part of what we will help them to do,” Friedman said.

Nina Akerley, public relations program manager at Staples Advantage, said the two teams meshed well together during the search process.

“Their personalities and the energy they brought into the process and the discussions we had with them were very positive and something that appeals to us very strongly,” Akerley said.

Staples declined to comment further about the search process.

Correction: An earlier version of this article misstated Carnevale's role on Text 100's Xerox account. He is one of the account's leaders.

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