Title: Senior VP-global marketing
Years in currentjob: 4
Quote: “The challenge is how to integrate the messaging with a uniform program and a simple set of messages.”
Marketers at FedEx had little time this year to heed their own 2003 slogan and relax.
With the acquisition of Kinko's completed in February, Laurie Tucker, senior VP-global marketing, and her team had to quickly devise a marketing strategy, advertising and a slogan for the unit.
The campaign had to reflect the one-stop resources offered by FedEx Kinko's Office Print Centers, but it also had to be funny. "We've definitely got a signature style about our ads," Tucker said. "We're known for simple stories told with humor where our customer or FedEx is shown as a hero and we're shown solving someone's business problems."
Tucker's objectives were to educate FedEx customers on the new pack-and-ship options offered by the merger as well as to explain FedEx to Kinko's customers.
With the help of longtime agency, BBDO New York, the campaign that was launched in July incorporates TV spots, print, radio, direct mail and online elements around the slogan "Our office is your office." One print ad featured impressive pairings such as "kiss and tell," "wash and dry" and "FedEx and Kinko's." A TV spot shows two business travelers grabbing for the pieces of a copy machine as it comes off an airline baggage carousel. [The spot also won the TV creative category in this issue, page 30].
"We're getting the right reaction in terms of brand awareness," she said. "They're understandable."
Beyond advertising, Tucker seeks to put the FedEx name wherever its core customer, primarily males between the ages of 25 and 55, frequents. That's the reason behind FedEx's decision last year to extend its sponsorship of the National Football League for three years and the announcement earlier this month to sponsor a Joe Gibbs Racing car during the 2005 NASCAR season.
FedEx plans to return to the "Relax, it's FedEx" slogan with a campaign set to begin in January.