Company: United Parcel Service of America
Years in current job: 5
Quote: “The [latest] campaign gives us an opportunity to brag a little—nobody has the logistics ability we do.”
United Parcel Service of America's longtime campaign “What Can Brown Do for You?” got shelved last month when the logistics and shipping giant kicked off “We Love Logistics,” from Ogilvy & Mather Worldwide. TV commercials, set to the tune of the Dean Martin classic “That's Amore,” describe UPS' burgeoning services with lyrics such as “When it's planes in the sky, for a chain of supply, that's logistics.”
The campaign is “sung and smart, and feels frankly sticky,” said Christine Owens, UPS' senior VP-communications and brand management. Last year Owens spearheaded the company's agency review, which resulted in its advertising moving to Ogilvy from the Martin Agency. Ogilvy sibling shop Maxus handles media.
“The campaign feels right,” Owens said. “And global platforms are hard. The heart is endeared and understood in all cultures.”
The ads broke in the U.S., China, Mexico and the U.K. in September, followed by an Asian launch this month. In addition to TV, the campaign includes print, digital, out-of-home (including placements in New York's Bryant Park and Penn Station), direct mail and e-mail. About half the ads feature UPS employees, Owens said.
UPS isn't the same company it was 10 years ago, Owens said. “"What Can Brown Do for You?' wasn't global,” she said, noting that UPS ran a different campaign in Asia. “I think the world is a tighter and closer place now.”
UPS will continue its sports marketing push, Owens said, including NASCAR, the PGA European Tour and a recently signed college football deal with the Southeastern Conference.
UPS has been working with the U.S. Commerce Department to increase exports for small and midsize businesses, and offering services to help its customers clear customs. ”Regardless of your industry, we can help you move your packages and move your inventory outside the U.S.,” Owens said.
The company continues to build its brand overseas. It will be the exclusive provider of shipping services for the 2012 London Olympic Games, a role it played at the Beijing Olympics in 2008. Owens said UPS' ability to serve 215 countries and territories globally is a competitive advantage. “We have an infrastructure throughout the entire world,” Owens said.
While UPS' global revenue fell 12% last year, it's roared back this year, climbing 13% in the second quarter.