Insider Media Limited

Offices supplies provider Viking has undergone a radical image change as it aims to attract a more diverse customer base and cash in the smartphone revolution. The Leicester-based company has changed its name from Viking Direct, and has embarked on a major advertising campaign aiming to reach 25 million people. Commercial director John O'Keeffe told Insider: "We're embracing the changing market place in what is a tough trading period – but we will continue to evolve and invest in Leicester."

The company has also redesigned its logo - a change from the more "outdated" version previously seen, said O'Keeffe.

Viking, which employs 600 people at its Leicester facility, said it will create at least 25 more jobs in the region this year as it plans to expand its online operations.

The company provides a mail order and online service, primarily supplying small and medium sized businesses with office supplies.

However, O'Keeffe said he had witnessed "a dramatic change" in the way customers were shopping with the company.

"With the smartphone revolution, people are shopping and working on the move," he said. "We wanted a marketing strategy to reflect that we were embracing the changing market. Although the majority of our sales come from the mail order side of the business, the online side is constantly growing. I fully expect most of our sales to come through there in the future.

"We've completely redesigned the website and have a Viking app in the process of being developed."

O'Keeffe said the new advertising campaign, which includes the company's first-ever television adverts, posters in the London underground and a radio ad, had taken two years to come into fruition.

"We've worked very hard on getting it right," he said. "Combining all the elements of the campaign, we should reach about 25 million people – something we've never been able to do before."

Viking, which is a subsidiary business of American office supplier Office Depot, has posted losses in the last three financial years. In its latest accounts for the year ending 26 December 2009, it made a pre-tax loss of £4.5m. This was an improvement on a £10.9m loss the year before.

"It is a tough trading environment out there," said O'Keeffe. "And I think it will continue to be so for the foreseeable. We want to show we can embrace a changing environment and alter the way we work to fit in with our customers' lifestyles.

"However, we have about 30 per cent more customers on our books than we did a year ago. And as long as customer numbers keep improving, we'll be happy."