UPS to launch major AD campaign
UPS Inc., will spend about USD35 million to launch a new advertising campaign in its biggest marketing push since “What Can Brown Do For You” in 2002.
The new campaign, including television, newspaper, magazine and online ads, will begin airing Saturday in the United States, said Larry Bloomenkranz, vice president for brand management, advertising and sponsorships for the Atlanta-based company.
“In terms of jump-starting our business, this is a tough business, very competitive,” Bloomenkranz said in an interview Thursday. “We’re always trying to make our brand more relevant, more appealing than the other guy’s.”
UPS’ 100-year anniversary is this year, but the new ad campaign is not connected to that.
“We’re really doing this for business reasons,” Bloomenkranz said.
In October, UPS said third-quarter profit rose 8.9 percent, but it also announced it was cutting 1,200 jobs in its air freight and logistics business as it completes an integration of recent acquisitions. The company has been restructuring in an effort to improve execution. It releases its fourth-quarter results on Jan. 30.
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