United Parcel Service of America, Inc (UPS)

Heather Bizzell (Director of Communications, Europe Region, UPS)
Susan Fletcher (Vice President International Communications, UPS)
Mark Noble (Manager External Communications, UPS)
Natacha Montenegro (Supervisor Brand/Advertising/Social, UPS)

Ogilvy & Mather *Lead Agency

Mike Kerry (Head of Project Management, Ogilvy & Mather)
Susan Westre (Executive Creative Director, Ogilvy & Mather)
Rachel Armstrong-Jones (European Operations Director, Ogilvy & Mather)
Donald Pirie (Planning Director, Ogilvy & Mather)
Neil Hawke (Business Director, Ogilvy & Mather)
Gareth Richards (Managing Director Europe Regional Team, Ogilvy & Mather)

Maxus

Katy Halewood (Head of Maxus for Business, Maxus Communications LLC)

This paper will show how an insight into the unique way that UPS worked with its customers helped reposition the brand as a collaborative problem solver _ UPS –United Problem Solvers”- rather than just a shipping or logistics provider. Communicating this repositioning differentiated UPS in a crowded and competitive European logistics market. The United Problem Solvers campaign ran in the UK and Germany and accelerated UPSs revenue growth, meeting its objectives of boosting consideration, increasing UPSs penetration of the small medium enterprise (SME) target audience and ultimately driving value sales.