How DHL turned sponsorship into "active advertising"
Stephen WhitesideWarc
DHL is one of the world's biggest delivery-logistics firms, processing 70 million shipments a day and getting these documents, packages and pieces of precious cargo to recipients in 220 markets.
Given its expertise in handling so many moving parts, it is no surprise that the Bonn, Germany-based enterprise similarly expects its sponsorship efforts to deliver far more than a static logo on a TV screen or stationary billboard at a sports stadium.
"We took an approach which I want to call 'active advertising,'" Lori Folts, head/marketing communication (Americas) at DHL...