Bob Thacker is a smart guy. And other Surprise Central hero.
As SVP Marketing and Advertising for OfficeMax, he's been responsible for, as Brandweek put it, adding "some levity and fun into the stodgy office supply category." Recent tactics include Punk'd-styled pranks on kids and the creation of the world's largest rubber band ball.
His strategy for the company captures the Pow! spirit and distills it to two simple words:
Couldn't have said it better myself...