FedEx's BBDO Partnership Adjusts to Digital Challenges

Geoffrey Precourt
WARC 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 more immediate delivery.

The bottom line: Federal Express reported second-quarter 2009 losses of $876 million, as compared to $241 million for the same period in 2008.

Although the marketing legacy of FedEx is most firmly routed in the legacy of the fast-talking manager and the "absolutely, positively" pledge to deliver packages on time, those campaigns were created by Ally & Gargano. But, for the last 20 years, BBDO has been the service's agency of record.