FedEx global campaign rolls with change

CAMPAIGNS   BBDO   MEDIA

Regional – Federal Express will focus on print and online for its new global campaign “FedEx Delivers to a Changing World” launched as its main rival UPS refocuses its marketing efforts.

FedEx said the global campaign will reflect its commitment to helping its customers navigate the global marketplace. 

The campaign, developed by BBDO, will roll out in high potential-growth markets including India, Japan, China, South Korea, as well as the United Kingdom, Germany, Mexico and Brazil.

Taking a stronger focus on C-Suite executives, the print ads will run in regional titles including The Wall Street Journal, Financial Times, Newsweek, Time, The Economist and Forbes. Digital ads are running on CNN.com, BBC.com and Reuters.com.  

"The world today is defined by rapid change," said Rajesh Subramaniam, senior vice president of international marketing at FedEx Services. 

"Whether it's responding to the challenging economy or planning for future growth, our global customers' needs are changing and we are evolving along with them. This campaign illustrates how customers can count on FedEx to help them succeed."

The campaign is the latest in a series of advertising platforms at FedEx. The last global advertising campaign, "Behind the Scenes", was rolled out in 2007 and 2008 and reinforced the ways in which FedEx provides customers with access to market opportunities around the world.

Earlier this week, FedEx's arch rival UPS appointed Ogilvy to manage its US$200 million advertising account. _____________________________________________________________________________

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