Bob ThackerBob ThackerBob ThackerBob Thacker

SVP, Marketing & Advertising

OfficeMax, Incorporated

““““Driving the Bottom LineDriving the Bottom LineDriving the Bottom LineDriving the Bottom Line””””““““Big Ideas with Little BudgetsBig Ideas with Little BudgetsBig Ideas with Little BudgetsBig Ideas with Little Budgets””””

““““CornfedCornfedCornfedCornfed PhilosophyPhilosophyPhilosophyPhilosophy””””

“Be mature…But never act your age”

George Thacker 1959

““““WeWeWeWe’’’’re in a hostage situationre in a hostage situationre in a hostage situationre in a hostage situation””””

““““Now What?Now What?Now What?Now What?””””

““““We may need to sacrificeWe may need to sacrificeWe may need to sacrificeWe may need to sacrifice…………But must we suffer?But must we suffer?But must we suffer?But must we suffer?””””

Does Does Does Does

““““Lean and MeanLean and MeanLean and MeanLean and Mean””””

Have to beHave to beHave to beHave to be

““““Trim and GrimTrim and GrimTrim and GrimTrim and Grim””””

Fifteenth Century Europe

Nearly half the population perished

Sixteenth Century England

The entire nation was a blood bath

Twentieth Century

The world was stalled

Products of the Great DepressionProducts of the Great DepressionProducts of the Great DepressionProducts of the Great Depression

““““You can put all the You can put all the You can put all the You can put all the frosting on it you want,frosting on it you want,frosting on it you want,frosting on it you want,

But a burnt cake is But a burnt cake is But a burnt cake is But a burnt cake is still a burnt cakestill a burnt cakestill a burnt cakestill a burnt cake””””

““““It canIt canIt canIt can’’’’t be donet be donet be donet be done””””

Really just meansReally just meansReally just meansReally just means

““““It hasnIt hasnIt hasnIt hasn’’’’t been done t been done t been done t been done yetyetyetyet....””””

So what does this have to do with So what does this have to do with So what does this have to do with So what does this have to do with OfficeMax?OfficeMax?OfficeMax?OfficeMax?

““““ItItItIt’’’’s ds ds ds dééééjjjjàààà vu all over againvu all over againvu all over againvu all over again””””

---- Yogi BerraYogi BerraYogi BerraYogi Berra

1987

Today

"If you don"If you don"If you don"If you don’’’’t have big buckst have big buckst have big buckst have big bucks…………YouYouYouYou’’’’d better have big ideas!"d better have big ideas!"d better have big ideas!"d better have big ideas!"

When you can own the whole show?When you can own the whole show?When you can own the whole show?When you can own the whole show?””””

““““Why just run commercials,Why just run commercials,Why just run commercials,Why just run commercials,

““““Look before you leap,Look before you leap,Look before you leap,Look before you leap,

But then But then But then But then leap!leap!leap!leap!""""

Elf ResultsElf ResultsElf ResultsElf Results

• 285,000,000 Visits

• 256,000,000 Elves Created

• 4,710 Years spent on Site

• The Single most Successful Viral Campaign in History

Elf PR ResultsElf PR ResultsElf PR ResultsElf PR Results

• 127.0 million impressions from all media

• $13.2 million value in equivalent advertising exposure

More Important ResultsMore Important ResultsMore Important ResultsMore Important Results

• 62% see OfficeMax as Fun

• 72% see OfficeMax as Innovative

• 64% see OfficeMax as Caring more about Customers

• 40% are more likely to shop OfficeMax than before

• 47% are more likely to make purchases at OfficeMax

37

WorldWorldWorldWorld’’’’s Largest Penny Tray s Largest Penny Tray s Largest Penny Tray s Largest Penny Tray Featuring Vanessa Featuring Vanessa Featuring Vanessa Featuring Vanessa HudgensHudgensHudgensHudgens

ResultsResultsResultsResults

• 80 million online impressions

• Over 250 OfficeMax-branded news stories

• 20 million broadcast impressions

• 10 million print impressions

• 110 million total impressions

• $2.8 million in ad value

DonDonDonDon’’’’t Make Ads, t Make Ads, t Make Ads, t Make Ads,

Make News!Make News!Make News!Make News!

““““WhatWhatWhatWhat’’’’s going on in the American workplace?s going on in the American workplace?s going on in the American workplace?s going on in the American workplace?””””

““““What is an Office Building?What is an Office Building?What is an Office Building?What is an Office Building?””””

Architect Louis Sullivan

1898

““““Now, go back to your cube and Now, go back to your cube and Now, go back to your cube and Now, go back to your cube and Think out of the box!Think out of the box!Think out of the box!Think out of the box!””””

Life Is BeautifulLife Is BeautifulLife Is BeautifulLife Is Beautiful

““““Brands are like people,Brands are like people,Brands are like people,Brands are like people,They have to have a heartThey have to have a heartThey have to have a heartThey have to have a heart””””

““““If youIf youIf youIf you’’’’re going to crash the partyre going to crash the partyre going to crash the partyre going to crash the party…………youyouyouyou’’’’d better bring a bottle of wined better bring a bottle of wined better bring a bottle of wined better bring a bottle of wine””””

““““So now What?So now What?So now What?So now What?””””

““““Who do we choose to be?Who do we choose to be?Who do we choose to be?Who do we choose to be?””””

Victims?Victims?Victims?Victims?

Victors?Victors?Victors?Victors?

““““WeWeWeWe’’’’re all in this togetherre all in this togetherre all in this togetherre all in this together””””

““““Fear Kills CreativityFear Kills CreativityFear Kills CreativityFear Kills Creativity””””

““““Fear Kills CreativityFear Kills CreativityFear Kills CreativityFear Kills Creativity””””

“Vlad is going to lead us in a little brainstorming”

““““No true pessimistNo true pessimistNo true pessimistNo true pessimistwas ever was ever was ever was ever

a brilliant marketera brilliant marketera brilliant marketera brilliant marketer””””

““““If you canIf you canIf you canIf you can’’’’t decide if the glass if t decide if the glass if t decide if the glass if t decide if the glass if half empty or half full..half empty or half full..half empty or half full..half empty or half full..””””

““““Order a double!Order a double!Order a double!Order a double!””””

Daniel BooneDaniel BooneDaniel BooneDaniel Boone

““““IIII’’’’ve never been lostve never been lostve never been lostve never been lost…………But I was But I was But I was But I was ‘‘‘‘bewilderedbewilderedbewilderedbewildered’’’’ once once once once

for three days"for three days"for three days"for three days"

““““These are bewildering timesThese are bewildering timesThese are bewildering timesThese are bewildering times””””

““““We must chooseWe must chooseWe must chooseWe must choose…………

Will we Fail? Will we Fail? Will we Fail? Will we Fail? Or Will we Prevail?Or Will we Prevail?Or Will we Prevail?Or Will we Prevail?

““““ShouldnShouldnShouldnShouldn’’’’t interrupt t interrupt t interrupt t interrupt those who are doing itthose who are doing itthose who are doing itthose who are doing it””””

---- Seen on a TSeen on a TSeen on a TSeen on a T----ShirtShirtShirtShirt

““““Those who say it canThose who say it canThose who say it canThose who say it can’’’’t be done,t be done,t be done,t be done,

““““We are the Pilot LightsWe are the Pilot LightsWe are the Pilot LightsWe are the Pilot Lights””””

Thank you.Thank you.Thank you.Thank you.

““““If I dropped dead right now,If I dropped dead right now,If I dropped dead right now,If I dropped dead right now, IIII’’’’d be the happiest man alived be the happiest man alived be the happiest man alived be the happiest man alive””””