UPS drops Edelman for WS on EMEA brief

Brussels: Global delivery firm UPS has replaced Edelman with Weber Shandwick on a brief to co-ordinate agency support in EMEA.

The Atlanta-based firm employs a network of 17 agencies in 22 countries in the region, and has briefed WS to ensure message consistency.

‘We will filter information down to the agencies, advise them on their markets and ensure local programmes are consistent with central marketing,’ said WS vice-president of client services Paul Baeyaert, who leads the account from Brussels.

Edelman worked on the account for eight years. In 2003 the agency handled UPS’s first rebrand in 40 years. It still works with the firm in the US, said Laura Currie, general manager of Edelman’s Brussels office.

UPS Europe PR manager Kim Hardie said the account had been put out to pitch after a ‘general review.'

Agencies in UPS’s EMEA network include I&E Consultants in France, Euro RSGC ABC in Germany and Noesis in Italy. Edelman continues to run its local accounts in the UK, the Netherlands and Belgium.

UPS is the world’s largest package delivery company, handling 14 million parcels a day and competing against DHL and FedEx. It was the first of its kind to set up in China last year.

There has been speculation that UPS might bid for Dutch-owned rival TNT after senior staff hinted it was in a position to make an ‘extremely large acquisition’.

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