UPS

Ogilvy & Mather *Lead Agency

Peter Meyers, Managing Director
Chris Curry, Group Creative Director
Alda Abbracciamento, Worldwide Managing Director
Gerald Dugan, Group Creative Director
Alfonso Marian, Chief Creative Officer
Mark Weintraub, Executive Group Director
Steve Simpson, Chief Creative Officer
Sasha Klimov, Management Supervisor
Dominic Garcia-Hall, Worldwide Planning Director

Maxus USA

Anita Valdes, Managing Partner, Maxus North America

By inviting people to bring UPS their problems, whatever they may be, we challenged entrenched perceptions of this historic brand. Instead of being a shipping company bought by shipping managers, we positioned UPS as a problem-solving company, enabling it to engage senior decision makers, seek higher-value accounts and boost sales and consideration in the growing export and supply chain markets. The campaign significantly shifted key metrics in this utilitarian and low-interest category by putting UPS' human capital, rather than its logistics network, front and center.