CLIENT
UPS
Susan Fletcher - Director, Online Comm., UPS
Doug Gibeaut - Director, Global Advt., UPS
Maureen Healy - VP, Advt., UPS
Sam Johnson - US Advt. Manager, UPS
John Roberts - Manager, Global Advt.
AGENCY
Alda Abbracciamento - WW Managing Director, Ogilvy
Linda Cornelius - Sr. Partner, Managing Director, Ogilvy
Sean MacDonald - Partner, Planning Director, Ogilvy
Deepthi Prakash - Group Director, Strategic Planning, Ogilvy
Chris Wall - Vice Chairman NA, Ogilvy
Maxus
SUMMARY
Long successful with large enterprises, UPS set out to make itself relevant for small and mid-sized businesses. Because FedEx and The United States Post Office presented cheaper shipping alternatives to this segment, UPS had to demonstrate its value to these companies through the logistics services it could provide. But these smaller customers thought logistics was the provenance of large, sophisticated enterprises. With this campaign, UPS successfully demonstrated that UPS logistics can improve any size business through improvements inventory management, order fulfillment, customs clearance, billing, returns and even product repairs!
