UPS: United problem solvers

Logistics company UPS used PR to reposition the brand as a partner to help solve business problems in order to grow its business in Asia.

Campaign details

Advertiser: UPSBrand: UPSAgency: Ogilvy Public RelationsCountry: Asia Pacific

The challenge

As a global leader in logistics with a price premium  and a reputation for catering to American and European MNCs, it's easy to see how for some businesses in Asia, and particularly smaller companies, UPS might seem out of reach. In the company's 10 key markets in Asia-Pacific (China, Hong Kong, Taiwan, Japan, South Korea, Singapore, Philippines, Thailand, Vietnam and Malaysia) the level of understanding about logistics varies substantially, while the needs of businesses are vast – from simply moving...

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