FedEx Corp.: The Way The World Works campaign
Susan RislandOVERVIEW
Federal Express Corporation (FedEx), founded in the 1970s, built its success on an innovative business model, offering the business world the first overnight shipping service. But savvy marketing also played a key role in the rise of the company. Just one year after becoming operational, FedEx released its first advertising campaign. Increased sales resulted, as did more advertising. In 1978 FedEx introduced the award-winning "Absolutely, Positively Overnight" campaign, which featured a fast-talking spokesman. It ran until 1983. Other memorable FedEx campaigns that followed were "It's Not Just a Package,...