Ogilvy helping DHL reintroduce brand to the US market

Plantation, FL: Ogilvy PR is one of several firms handling communications for DHL, which is in the midst of $150 million, six-month integrated marketing campaign that focuses on challenging FedEx and UPS.

Plantation, FL: Ogilvy PR is one of several firms handling communications for DHL, which is in the midst of $150 million, six-month integrated marketing campaign that focuses on challenging FedEx and UPS.

Ogilvy PR SVP Matthew Della Croce helms the DHL account for the firm, which, involved about 100 people during the earlier stages of the launch. The core team now consists of five individuals that will be aided by senior officers, such as Ogilvy's global corporate practice head Chris Atkins. Atkins recently joined the firm from Ketchum, one of whose major clients is FedEx.

The shipping company would not disclose the other firms it works with, nor would it disclose the amount of money being spent on PR.

Jonathan Baker, DHL Americas' director of corporate communications, said that the PR budget is separate from the $150 million figure listed on the press release for the campaign.

Ogilvy PR did some project work last summer around the closing of DHL's acquisition of its Airborne, according to Della Croce.

"We're going to see how the relationship goes," Baker said.

Baker said that advertising was the principal focus of the announcement it made, and the PR efforts will support that.

"It's a company that hasn't done a significant amount of television in the recent times," Baker said. "After our acquisition of Airbone, we were focused on integrating our operational network and [announcing] we're here to provide a strong alternative to the duopoly [of UPS and Fed-Ex].

The advertising campaign was developed by Ogilvy & Mather New York.

The first major PR event of the re-branding campaign occurred on when the company celebrated Flag Day in fourteen US markets on June 14th. The company gave $5,000 for educational tools to elementary schools in those 14 markets, in addition to brand new flags for the schools. The nearest Ogilvy offices supported these regional events, Della Croce said.

"DHL was founded in the US, and [the company] chose to embrace the flag as a symbol of competition," Della Croce said.

Going forward, Ogilvy will help design the plan for maintaining the momentum in the next year. It is currently engaged in media outreach to business, advertising, and PR trade magazines, Della Croce said.

DHL's new campaign will include broadcast, print, interactive and outdoor advertising as well as sponsorships in order to reintroduce the company to US audiences. Over the coming months, DHL will place the new red logo over bright yellow background on all buildings, vehicles, courier uniforms, packaging units and drop boxes across North America. DHL announced last Friday that it expects to invest $1.2 billion in its overall North America operations.

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