Several worldwide communications networks competed over six-months to become a global communications partner of UPS. UPS called a global review of its above-the-line, media buying, relationship marketing and digital advertising accounts earlier this year, the value of the contract being estimated at US$200 million.
Ogilvy & Mather Worldwide pitched UPSafter resigning its global creative account of logistics with DHL. Ogilvy & Mather Worldwide won out against Euro RSCG (with Media Planning Group), JWT (with Mindshare and RMG, which pulled out in October), and Y&R (with Wunderman and Mindshare), IPG and The Martin Agency (which pulled out of the pitch earlier this year).
Miles Young, CEO of Ogilvy & Mather Worldwide, who led the pitch process, said: “UPS set a very high bar for this decision, which is of considerable strategic importance for them. We won on the basis of some outstanding thinking and with a truly global effort.”
Ogilvy is expected to take on above-the-line, relationship marketing and digital advertising for the logistics giant in all markets in Asia-Pacific.
“China certainly will be a key growth market and our team there were intimately involved in the winning pitch. But it’s too early to provide details on which markets will be most active.” – said Tim Isaac, chairman of Ogilvy & Mather Asia-Pacific.
One independent and unnamed brand analyst told media that the company is expected to boost UPS’ brand perception and awareness in Asia:
“I see UPS as more of a US-centric company [than FedEx and DHL],” he said. “Although it is a big player here in Asia, I’m not sensing enough of its profile. While its rivals appear to be doing more to drive business, UPS tends to have a wait-and-see approach. In most consumers’ minds, the three companies tend to offer more or less the same services. Therefore I’d hope to see UPS being more innovative in its products and services or communication strategies. Driving innovation will be the key to give UPS an edge over its rivals.”
Quite a challenge for Ogilvy & Mather too, but the company’s experience with UPS competitor DHL will play a major role in the following campaigns. UPS PR Agency remains Omnicom owned Porter Novelli.