Case History Database

This is the story of a remarkable marketing-driven business transformation. In 2012, Officeworks was a functional brand whose one-dimensional, rational price-based communications struggled to connect with customers, leading to plateauing sales and brand health measures. A new customer-centric strategy completely reframed Officeworks both to the market and within the organisation. In the ensuing five and a half years, through constant refinement and improvement, the strategy has delivered increasingly strong results by making people feel better about Officeworks.

National Marketing Manager	Karl Winther	Officeworks
National advertising and communications manager	Simon Davenport	Officeworks
National corporate affairs and brand manager	Alex Staley	Officeworks
National CRM & digital Marketing Manager	Tiffany Rudick	Officeworks
Advertising Creative Services Manager	Sophia Lindsay	Officeworks
Advertising strategy and media manager	Jackie Allen	Officeworks
Consumer Communications Manager	Carla Carafa	Officeworks
Partner / Executive Creative Director	Andrew Foote	AJF Partnership
Director/GAD	Susan Bird	AJF Partnership
Strategy Director	Pieter-Paul von Weilier	AJF Partnership
Creative Director	George Freckelton	AJF Partnership
Client Director	Liam Loan – Lack	Initiative
Account Director	Megan Davey	Initiative
Strategy Director	Trent Light	Colombus
Group Account Director	Leonie Dawkins	Colombus
Group Account Director	Nicole Hamilton	Haystac
Client partner	Sarah Sproule	AKQA
Head of CRM and Strategy	Preetash Parmar	Track