DHL - Worldwide Couriers: How Advertising Helped Build a Market and Create a Dominant Leader

Bernard Walsh

Campaigns starting in 1982 to gain market dominance for DHL worldwide couriers, as well as to develop the market.
Agency: Ted BatesAuthor: Bernard Walsh

DHL Worldwide Couriers: How Advertising Helped Build a Market and Create a Dominant Leader

What makes the DHL advertising effectiveness case history so interesting isthat in several ways it is markedly different from more traditional product categories.

Surprisingly for a business-to-business service DHL has employed mass-market media since it was free to do so by the passing of the Postal & Telecommunications Act in 1981. Although not a unique media strategy for the business-to-business sector, DHL must be one of the few companies in this area where mass market media...

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