DHL teams up with Fujitsu for green advertising

DHL has partnered with Fujitsu on a global advertising campaign highlighting their achievements in green logistics and continued commitment to sustainability. Fujitsu is a long-standing business partner of DHL and both companies have been collaborating on green logistics initiatives since 2007. Based on the creative concept of showcasing DHL’s best-practice logistics solutions, the advertisement highlights some key green initiatives from the partnership and illustrates how the logistics player has worked with the iconic Japanese IT brand to protect the climate.

“This campaign exemplifies the long-standing collaboration between DHL and Fujitsu in green logistics and reducing our carbon footprints throughout the supply chain process. We are proud to work with Fujitsu in providing our leading green business practices, best-in-class supply chain solutions that enhance their competitive advantage in an environmentally responsible manner,” said Paul Graham, CEO, DHL Supply Chain Asia Pacific.

Reflecting the key positioning elements of the DHL brand, namely personal commitment, proactive solutions and local strength in global markets, the advertisement brings to the fore the trusted and reliable and successful partnership as a result of the close and successful collaboration between Fujitsu and DHL. Set against a laboratory with technologically advanced Fujitsu products, the advertisement features real-life Fujitsu and DHL employees.

Spanning three months, the advertisement is part of DHL’s global brand campaign in 2009 which comprises five different creative executions. The global advertisement is placed in leading international business publications, including Fortune, Harvard Business Review, National Geographic, The Economist, Time and selected newspapers and trade publications across over 150 countries in Africa, Asia Pacific, Europe, the Middle East and the Americas.

DHL was the first logistics company to set a specific, quantified carbon efficiency target. To achieve its target of reducing its carbon emissions by 30% by 2020 for every letter or parcel delivered, every container shipped and every square meter of spaced used, DHL has implemented GoGreen, its global climate protection program. Through this program, DHL has successfully developed numerous best practices. Some of the best practices that were implemented for Fujitsu include supply chain optimization measures with DHL such as the shift from road to rail transportation, as well as the practice of 3R (Reduce, Reuse, Recycle) for packaging materials.

In 2007, Fujitsu and DHL jointly undertook the Green Logistics Partnership Promotion Project and Fujitsu successfully reduced carbon emissions by 20% or over 300 tons per annum by utilising concentrated vehicle allocation control throughout the supply chain, from point of sourcing to product delivery. With the positive results from the program, DHL and Fujitsu have earned commendation from the Japanese Minister of Economy, Trade and Industry for its efforts in green logistics in 2007.

“As an IT corporation aiming to offer people worldwide a prosperous future with innovative technologies and services, Fujitsu recognizes that environmental protection is an important management issue. To contribute to the sustainable development of society and to achieve the top level industry target of reducing transport emissions, we aim to build an advanced green logistics model utilizing our various IT capabilities together with DHL, the leading logistics company,” said Akira Motomiya, President, Corporate Logistics Unit, Fujitsu.

Currently, DHL provides Fujitsu with an integrated, end-to-end logistics solution in Japan, which includes delivery operations, warehouse management, packaging material design, reverse logistics services, service parts delivery, heavy machinery installation and recycling of information technology equipment.

“We are honored to share globally our best practice with Fujitsu. DHL strives to provide further optimized and greener supply chain solutions for our customers, leveraging our expertise as the global leader in the logistics industry,” said Donald McGarva, Senior Vice President, North Asia, DHL Supply Chain Asia Pacific and President, DHL Supply Chain Japan.