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Score 71 - Account in Jeopardy: Staples taps new CMO to fuel retail growth

Retail giant Staples has named Sergio Pereira its new CMO, effective September. Former president at Quill, Pereira brings additional marketing leadership experience from companies such as Conagra, Barilla, AT&T and Kraft Foods. He joins Michele Anderson, SVP and chief marketing services officer since July. Anderson joined from Shutterfly, where she served as retail SVP; she will focus on growing Staples's retail locations.

Staples has also rebranded with a

According to iSpot, YTD national TV spend of $13.2 million have gone towards back-to-school (BTS) ads which have been airing since mid-July, targeting various Gen-Z audiences (see targeting right). Staples ads usually don't debut until this time; spend for the same timeframe in 2018 totaled $14.5 million. Since this was the only timeframe during which Staples ran national TV ads, this amount ended up being its full-year spend as well, a decrease from the $21.8 million spent in 2017.

During the past 12 months,

Sellers should reach out during the spring as Staples plans its BTS spending; it typically promotes school supplies. Staples also targets potential business partners in search of office supplies. It operates stores across 46 states (view locations here) and hopes to grow even further. Local sellers able to offer ways to drive foot traffic will have the upper hand. Per Kantar, Staples also uses search, OOH, print and radio, although these have all seen decreases over the past several years.

Agency & martech readers - since, as you're well aware, newly-hired CMOs often review agency relationships, reach out soon for potential work. Winmo states that your competition will include the following agencies: iProspect (digital; 2016).