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UPS Launches 'United Problem Solvers' Campaign

New Tagline Replaces 'We Love Logistics' In TV, Print and Online Push

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UPS is launching a new campaign with the tagline "United Problem Solvers," which replaces its "We Love Logistics" campaign and tagline that launched in 2010.

The integrated campaign, including TV, print and online, was created by Ogilvy & Mather Worldwide and will debut March 8 during the NCAA men's basketball tournament. Print ads are running in general business publications and select trade magazines. The budget is undisclosed.

"'We Love Logistics' set the stage for describing the full breadth of UPS' logistics capabilities, from overnight shipping to providing supply-chain solutions," said Maureen Healy, VP-customer communications at UPS. Ogilvy & Mather also created the "Logistics" campaign.

"What we're doing as we evolve 'Logistics' is show how our people can solve problems for our customers, whether they are small businesses or large enterprises," Ms. Healy said.

A 60-second TV spot showcases entrepreneurs, inventors, small-business owners and large enterprises facing a variety of challenges, from getting a new business off the ground to expanding operations globally.

A voice-over says, "Bring us your daydreams, your 'ahas,' your easier-said-than dones…we're in the problem-solving business."

"While logistics can be big and complex and scary, what logistics can help you achieve can be sort of magical," said Alda Abbracciamento, worldwide managing director at Ogilvy & Mather, New York. "The focus of that idea is brought to life in TV, print and online ads."

Print ads highlight more specific ways in which UPS can help its business customers, such as handling returns for online retailers and helping international companies clear customs when shipping products.

"Over the last few years, we've been investing in the company and bringing new insights to help our customers tackle some of their biggest challenges," said Derrick Johnson, VP-marketing at UPS.

For example, in October UPS acquired i-parcel, an international e-commerce company, and in November it partnered with Cryoport, a cryogenic packaging company, to provide cold-storage shipping for the healthcare industry.

"Logistics is historically thought of as pickup, delivery and execution," Mr. Johnson said. "Where we have evolved is in offering improved customer service, business expansion domestically or globally, and other ways in which we help our customers achieve some of their business objectives."

Ms. Healy said launching the campaign during the NCAA basketball tournament made sense because UPS is the official logistics provider for the NCAA, and the audience demographics are a good fit.

"The audience that is watching NCAA really skews toward more senior-level decision makers, and it reaches audiences from small businesses to the mid-market to large enterprises," she said. "The NCAA gives us a platform to demonstrate the way we solve problems for the NCAA, such as how we're delivering the floor for the men's and women's Final Four tournament."

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