FedEx's BBDO Partnership Adjusts to Digital Challenges
Geoffrey PrecourtWARC Online
Despite continuing strong consumer recognition and brand awareness, the last two years have not been kind to Federal Express. Economic chaos touched the preeminent overnight delivery service in a couple of ways: The price of fuel meant that FedEx had to pay more for transportation and, in turn, pass those costs back to its customers - recession-squeezed companies and individuals who suddenly found next-day service less important. Moreover, as both people and organizations become more familiar with technology, so are they more likely to use email attachments for even...