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OfficeMax seeks to Max Out Spend via Entertainment: Miley Cyrus tour

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  • OfficeMax seeks to Max Out Spend via Entertainment: Miley Cyrus tour

    OfficeMax Seeks To Max Out Spend Via Entertainment


    Adweek
    November 12, 2007

    FOR the past couple of years, OfficeMax has sought to add some levity and fun into the stodgy office supply category as it subtracts dollars from most forms of traditional TV advertising.

    The chain has pulled Punk'd-style pranks on middle schoolers, created singing and dancing Web pixies and made the world's largest rubber band ball, all in the name of a strategy of "unexpected events" championed by svp-marketing and advertising Bob Thacker. Having joined the chain in late 2005, Thacker has de-emphasized traditional advertising in favor of a strategy that relies on such branded entertainment efforts.
    Full article at:
    http://www.adweek.com/aw/search/arti..._id=1003670971
    "If you don't know how to draw, you don't belong in this building" - John Lasseter 2006

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