UPS rolls out first-ever global brand campaign

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United Parcel Service of America last week unveiled “We ♥ Logistics,” its first-ever global brand campaign.

The integrated campaign was developed by Ogilvy and Mather Worldwide, New York, which was named agency of record for UPS' global advertising last year.

The effort includes TV, print, radio, online and out-of-home, and is designed to show how UPS' transportation and supply chain services can bring a competitive advantage to its business customers. The campaign budget was undisclosed.

“We ♥ Logistics” will replace UPS' “Whiteboard” campaign in the U.S. and its “Deliver More” campaign outside the U.S. It also replaces UPS' “What can Brown do for you?” tagline in the U.S.

“This campaign is about redefining what logistics means from a business standpoint,” said Betsy Wilson, director of global advertising at UPS. “It is about thinking about transportation and shipping in a new way—as a strategic asset of your business instead of as a cost or an asset that needs to be managed.”

The TV spots (60-second and 30-second versions) feature a new song, “That's Logistics,” to the tune of “That's Amore,” and show actual UPS employees helping their customers succeed through logistics services such as worldwide transportation and supply chain management.

“Throughout the creative executions are our own employees, which is something we have not done before,” said Maureen Healy, VP-advertising, brand and customer communications at UPS. “The ads communicate UPS' passion and dedication to logistics services that serve our customers.”

Print ads, running in such publications as The New York Times and The Wall Street Journal, feature the headline “Why Logistics Is the Most Powerful Force in Business Today” and provide more information about how UPS can help businesses of all sizes.

The campaign also includes a microsite at, featuring customer case studies, videos, white papers and a calculator that shows how much money businesses can save by using UPS logistics services.

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