BBDO Readies Last Ditch Defense of $80m Fedex Business

05 June 2001

The estimated $85 million creative account for FedEx is said to be teetering on the brink at incumbent of twelve years, BBDO North America, New York.

BBDO chairman Phil Dusenberry played down rumors that the client had recently demanded changes in senior creative staff: “We're doing new work for them, and we're very confident about it,” said he.

FedEx, the globe’s largest express transport specialist, is feeling the chill of ruthless undercutting by rival UPS, as well as the slowdown in the economy. “In times like this, clients expect as much response from their advertising as possible,” reasoned Dusenberry. “No company in the category is immune to the whims of the economy."

Contacted by AdWeek for comment, a FedEx spoke’s lips were sealed, save for the terse observation: "We do have an existing contractual relationship with [BBDO]."

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