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By Published on .

Yellow Freight System, looking to compete with Federal Express Corp. and United Parcel Service of America, has begun a search for a strategic and creative agency for an account expected to reach $15 million within two years.

Although Yellow Freight traditionally advertised in business-to-business publications, it recently expanded its target to middle management by running ads in general business publications such as Business Week and Forbes. Last year, it produced a TV campaign that ran primarily on sports programming on national cable channels.

The incumbent is NKH&W, Kansas City, Mo.


"The business we had been in was regulated and a lot of the company had been behaving like a regulated company," said Greg A. Reid, senior VP-sales and marketing, adding that it now has instituted a customer-oriented focus.

Also, FedEx and UPS are beginning to encroach on Yellow Freight's traditional territory, transportation of shipments weighing more than 70 pounds.

"The reality is a company like Federal Express created an expectation and has raised the bar for the entire industry," Mr. Reid said.

Yellow Freight primarily is interested in agencies within a 2-hour flight of its Overland Park, Kan., headquarters. Select Resources International, West

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