The integrated campaign was developed by Ogilvy & Mather Worldwide, New York, which was named agency of record for UPS’ global advertising last year.
The campaign includes TV, print, radio, online and out-of-home, and is designed to show how UPS’ transportation and supply chain services can bring competitive power to its 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 the "What Can Brown Do for You?" tagline.
“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 campaign includes a new microsite at www.thenewlogistics.com.