May 10, 2006 6:02 AM, PROMO Xtra

Staples has hired Davie-Brown Entertainment as agency of record for entertainment marketing.

Los Angeles-based Davie-Brown will handle product placement (TV, film, online) and celebrity tie-ins for the office-supply retailer as Staples steps up its entertainment marketing on the heels of a successful foray on The Apprentice. Davie-Brown will also handle additional marketing elements such as events and celebrity tie-ins where appropriate, Davie-Brown said.

Staples is in negotiations on a number of strategic partnerships to support its 1,780 stores.

"Entertainment marketing is rapidly evolving and is an important part of driving awareness of our 'easy' brand positioning," said Todd Peters, VP-brand marketing for Staples. "Following Staples successful integration with The Apprentice, we are pleased to work with Davie-Brown to take brand integration to the next level."

Last April, consumers jammed Internet lines to be among the first to own the Staples "Desk Apprentice" desk caddy—a featured product on NBC's The Apprentice. In the first 15 minutes, 1,000 units were sold online. During the show, Staples aired a 15-second spot featuring a man surrounded by piles of papers and folders, which topple over him. The ad introduced the Staples Desk Apprentice and directed viewers to Staples.com.

The effort marked the first time a retailer manufactured a product created by Apprentice candidates and made it available to consumers immediately after the episode aired (Xtra, April 26, 2005).

Staples, Inc., Boston, is the world's largest office-products company. The company reported 2005 sales of $16.1 billion.

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