| Winner | OfficeMax |
| Marketing initiative | ‘There for all of it’ small business campaign |
| Marketing partners | BlueOcean, Tommi, Useful Films |
| Finalists | ANZ New Zealand, ASB, FleetPartners, Meridian Energy, Samsung New Zealand, Tourism New Zealand |
| Judges’ comments | “A standout winner. A very well articulated entry with clear objectives, a nice customer insight, well executed creatively and great results. We all recognise the ‘Jo’ in every company.” |
This category is sponsored by Agency Directory.
Understand Jo, win the business
Functional selling wasn’t cutting it, so OfficeMax switched tack and set out to create brand loyalty.
Promotions, product range and one-stop convenience are all practical plus points for OfficeMax. But the workplace and education supplier had a problem: loyalty. Its small business customers were quick to switch suppliers in search of the best deal.
With customers cherry-picking offers, OfficeMax changed tack. It shifted from functional selling to building emotional connections, creating long-term brand preference with existing and future customers.
But before they could win hearts, they needed to understand the people behind small businesses.
Win over Jo
Through extensive customer research, OfficeMax uncovered a unifying truth across the category: every small business has a “Jo”.
“Jo is the operational backbone of the business, responsible for everything from onboarding new staff to selecting workplace supplies providers – and then ordering the supplies,” they say.
While handling the nitty-gritty tasks that keep the workplace running, Jo’s daily contribution often goes unseen and underappreciated.
Recognising Jo’s everyday reality became the turning point that shaped OfficeMax’s next move.
“We needed an idea that didn’t just sell to Jo but recognised her,” says the team. That insight sparked the creative platform: ‘Jo is there for all of it. And OfficeMax is there for her.’
Instead of focusing on features and price, the campaign told relatable work stories that celebrated Jo’s effort and impact, positioning OfficeMax as the brand that understands her world.
The workplace scenarios also showcased the brand’s broader range, shifting perceptions from OfficeMax being “just stationery” to a one-stop partner for Jo.
No longer overlooked
To keep OfficeMax top of mind, the team prioritised broad-reach, high-frequency channels across TV, radio and digital platforms.
Through an integrated, always-on channel mix, ‘There for all of it’ acquired hundreds of new business accounts, delivered millions in revenue above forecast and rebuilt mental availability and consideration – measured through a 15% uplift in branded search between May 2025 and March 2026.
In a category where rational messaging doesn’t stick, OfficeMax cut through by centring Jo’s role and winning customers through emotion.
This story comes from NZ Marketing magazine issue 88, Sept-Nov 2026. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
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