Viking Office Products

Rex Ciavola, senior vice president of marketing operations at Office Depot and Viking Office Products, doesn’t let minor setbacks like postage and paper hikes dampen his spirit. Rather, he sets out to find other ways to attain the Utopian, “better, faster, cheaper” way to print. Ciavola oversees the A-to-Zs of both of the organizations’ marketing initiatives, including all retail advertising, direct mail, inserts and catalogs. He leads a collaborative, global marketing and production organization that includes the Office Depot team in Delray Beach, Fla.; the Viking team in Torrance, Calif.; and teams based in Europe and Japan. The combined organizations have internal staffs that

Domestic markets have become saturated, and finding new customers abroad often is considered a path to growth and new profits. Many U.S. catalogers have scored good response rates by adapting their domestic catalog and mailing it abroad. However, this requires more than changing the language and currency to match the preferences of your target market. Conduct a detailed analysis to avoid a false start and the possible loss of investment. Your research should include available and accepted media, the direct marketing infrastructure, sales promotions, product ordering methods, standard payment options, creative standards, postal and legal necessities, and the target country’s culture. I’ll

The winners of the first-annual Catalog Success Catalogers of the Year awards have brought a wealth of experiences, knowledge and skills to the industry. On the following pages you’ll meet these impressive catalogers. We’re honored to recognize the contributions these five professionals have made to cataloging. “These are challenging times for catalogers,” said Peggy Hatch, group publisher, Catalog Success magazine. “What better time to stop and recognize four remarkable individuals and their extraordinary success? I know that catalogers will find these stories both inspirational and educational. Catalog Success is delighted to showcase these catalog professionals, and we heartily congratulate them on their awards.”

Business-to-business Mega-Cataloger Viking Office Products Thinks Locally Across a Vast Global Workflow Founded in 1960, Viking Office Products is legendary for its customer service. But as the Torrance, CA-company expands into more and more countries around the world, another remarkable story is taking shape: International business done with the local culture in mind. For the challenge of keeping the Viking brand intact across national boundaries, and in spite of cultural differences, streamlined asset management and workflow are a major aid. Prior to Viking's merger with Office Depot, sales in fiscal 1998 were approximately $1.5 billion, all through mail order. Viking's annual sales are