Stuart Dornfield - Stuart Dornfield, LLC | LinkedIn (original) (raw)

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CREATIVE STRATEGIST & AWARD-WINNING COPYWRITING https://stuartdornfield.com
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Articles by Stuart

6 REASONS YOUR ADVERTISING ISN'T WORKING

Did you launch a new campaign that’s not performing as well as you expected? Is your advertising getting lost in the…

5 ways ad agencies can win more business.

With so much changing in the agency business, one thing remains constant. New business.

THE RIGHT & WRONG WAYS TO USE SONGS IN TV SPOTS

MANY APPEARING IN THE SUPER BOWL Having created my share of TV spots using hit songs including Bachman-Turner…

Are you ready to “marry” your agency?

When you meet the “right one,” it is commonplace to ask a few questions. Like “is he or she the one to introduce to…

Are Bud Light suds better than Tide suds?

Once again, Bud Light has brought back its team specific cans for the 2016-2017 NFL season, partnering with 27 of the…

The Sports Authority bankruptcy: Lack of customer centricity failed them.

Stephen Sondheim once said, “having just the vision’s no solution; everything depends on execution.” No truer words…

Do restaurants risk losing adults while reaching for kids?

Casual dining restaurants, in an attempt to get more families to dine out, are scrambling to counter a tendency by…

Why is “free-from” creating a seismic shift in product marketing?

I was in the shower the other day and looking at my bottle of Kiehl’s Amino Acid Shampoo. Right there, under the…

Do you have what it takes to be an entrepreneur?

According to a new study from Babson College, 14% of Americans were involved with starting or running a new businesses…

Why do agency break-ups hurt so bad?

Think back to your last romantic breakup or painful divorce. Did you bounce right back or mope around for weeks? Did…

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Experience & Education

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Publications

Feb 2006

Working with my talented co-creative director/designer Steve Adolf, the "Spotlight" campaign for Fris made the product the hero and established a creative platform for featuring the great flavor selection within the product line.
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Courses

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Projects

May 1987 - Apr 2001

I was fortunate to start with Office Depot in 1986 when they had merely 3 stores and “big box” retailing and the notion of “category killers” was just emerging. Through the 13 years I worked with the Company, I was privileged to have helped develop some of the category’s first and most innovative marketing ideas and integrated advertising that helped Office Depot become the world’s largest office supplies retailer. In 1992, I introduced the award-winning “Taking Care of Business” campaign…
I was fortunate to start with Office Depot in 1986 when they had merely 3 stores and “big box” retailing and the notion of “category killers” was just emerging. Through the 13 years I worked with the Company, I was privileged to have helped develop some of the category’s first and most innovative marketing ideas and integrated advertising that helped Office Depot become the world’s largest office supplies retailer. In 1992, I introduced the award-winning “Taking Care of Business” campaign. Fortunately, I had a great client, Mr. Gary Foss, EVP-Merchandising and Marketing, and Mr. Mark Clark, Director of Advertising, who recognized (and supported) this new brand proposition. The campaign evolved over 9+ years, starting as a salute to small and medium sized businesses, followed by hundreds of Grand Opening programs, and a series of 8 network TV spots featuring unique business around the country. From a leading Gospel record company in Nashville to a modeling agency in South Beach, the TCOB campaign was instantly recognizable. Subsequent phases of the campaign were used in countries as far away as Israel, Colombia, England, and Mexico. TCOB remained the company’s slogan for close to 20 years, providing Office Depot with a “single voice” across its brick ‘n mortar, online and catalog channels that produce over $15 billion in annual sales.
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Honors & Awards

National Retail Federation

Mar 2000

Languages

Organizations

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Feb 1999 - Present

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