The changing role of planners: Insights from FedEx

This event report describes how FedEx, the American courier company, approaches its agency relationships, based on its business challenges and objectives.

The changing role of planners: Insights from FedEx

Stephen WhitesideWarc

Agencies rarely tire of telling clients to become more customer-centric, but may benefit from heeding their own advice as budgets decline, competition rises and digital media usage explodes.

Laurie Tucker, svp/ corporate marketing at FedEx, made such a case at the 4A's Strategy Festival, held in Nashville during October 2013. "Really, the question is what makes you all great from the client-side and what's the real value that you deliver on behalf of clients," she said. "It is certainly not a time where we're spending a whole lot time...

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