UPS Taps Ogilvy to Handle Global Ad Account

Win Is a Major Boost for WPP Shop

By Published on .

NEW YORK ( -- A team led by Ogilvy has been chosen after a global review to handle advertising duties for shipping giant UPS, executives familiar with the matter said.

Havas' EuroRSCG, and Ogilvy's sister shop, WPP-owned Y&R, were the finalists remaining in the pitch to handle UPS more $200 million-plus global ad account, after JWT withdrew from contention late in the game. The pitch -- which saw a much-delayed decision due to protracted contractual talks -- last week hit a controversial note when JWT CEO Bob Jeffrey called the compensation terms mandated by UPS unreasonable.

Still, the win is a coup for Ogilvy which is said to have, among other things, impressed UPS with an IBM case study it presented as part of its pitch. It also breaks a dry new business run for the shop in recent times, on the heels of Ogilvy, Chicago picking up its biggest new account in years with tech behemoth CDW.

It also means UPS, effective early 2010, will end its relationship with its U.S. incumbent, Interpublic Group of Cos.' Martin Agency, and global incumbents McCann-Erickson, Universal McCann and MRM, also part of Interpublic.

Richmond, Va.-based, Martin -- which has handled the account since 2001, and created the "Whiteboard" campaign featuring creative Andy Azula -- said it would defend the account when it went into review this spring, but later pulled out of the pitch. The other incumbents were not invited to participate. The review was managed by AAR Partners in London.

Global Advertising Tagline History
2005: "Deliver More"
2003: "Your business. Synchronized"
1996: "Consider it done"
1988: "As sure as taking it there yourself"

UPS's last global campaign, called "Deliver More," rolled out in 2005 to nearly 200 countries. Commercials featuring French actor Jean Reno marked the first time the company used a celebrity spokesman for the brand.

UPS spent nearly $140 million on domestic measured media according to TNS Media Intelligence, but globally that number is thought to be more than $200 million.

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