United Parcel Service: Go West - The journey of Terracotta Warrior to the U.S.
Ogilvy
Entry Information
Country where program ran: ChinaProgram start date: 05/14/12Program end date: 08/31/12Advertiser/Client Name: United Parcel Service General Services Co.Product/Service Description: Worldwide logistics services and integrated supply chain management solutionsCategory: Business and Consumer Services (BCS)
Strategy
Business problem
Background:Before 2012, UPS had enjoyed growth around the world and in China after they ambitiously refocused their delivery business away from 'delivery based' Fedex and DHL organisations and toward 'logistics'. However, several factors combined to...