FedEx unveils global ad campaign

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In an effort to increase brand awareness in markets around the world, FedEx last month kicked off a global ad campaign that shows how the company works behind the scenes to solve customer problems.

The campaign, developed by BBDO New York and Atmosphere BBDO, New York, includes print and online ads, as well as a new Web site at The budget was undisclosed.

“We have a renewed focus to make sure our brand awareness continues to grow, and this campaign gives it a global push,” said Raj Subramaniam, senior VP-international marketing at FedEx. “The campaign shows how FedEx goes above and beyond the call of duty to deliver a consistent customer experience around the world.”

Print ads are running in publications including Financial Times, Fortune, Newsweek, Time and The Wall Street Journal, and online ads are running on sites including, and In addition, ads are running in select overseas publications such as Der Spiegel in Germany and Nikkei Business in Japan.

FedEx is targeting senior executives and business decision- makers with the campaign.

The ads focus on three core themes: access, success and growth. Different executions of the ads display those words (or a local translation) in giant letters as shown from behind, with FedEx trucks and employees working behind the scenes to solve problems such as shipping and logistics.

The Web site contains deeper information about how FedEx works behind the scenes locally and globally.

For example, by clicking on different areas of a map, users can find quick facts such as the population and gross domestic product of different regions, as well as client success stories from around the world.

The site also features region-specific information about the company and links to local FedEx sites.

“Global marketing is an essential component of our business,” Subramaniam said.

“We have teams across the globe working on increasing brand awareness and differentiating the customer experience across the globe.”

The campaign will be extended into 2008.

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