DHL Holdings (USA), Inc.: Competition. Bad For Them. Great For You. campaign

In June 2004 Plantation, Florida-based DHL Holdings (USA), Inc., a subsidiary of DHL, which was headquartered in Belgium and was itself a subsidiary of the privately owned German postal service Deutsche Post World Net, ended a more-than-20-year absence from the U.S.

DHL Holdings (USA), Inc.: Competition. Bad For Them. Great For You. campaign

Frank Caso

OVERVIEW

In June 2004 Plantation, Florida-based DHL Holdings (USA), Inc., a subsidiary of DHL, which was headquartered in Belgium and was itself a subsidiary of the privately owned German postal service Deutsche Post World Net, ended a more-than-20-year absence from the U.S. television advertising market with a three-spot campaign that announced increased competition in the U.S. express and ground parcel market. The company, which had gone through a number of changes in the years just prior to the campaign, hired Ogilvy & Mather of New York...

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