UPS hires Ogilvy for global ad duties, including digital work

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After a six-month search, UPS selected Ogilvy as its global communications agency, handling advertising, relationship marketing and digital duties. Work on the account begins immediately.

Ogilvy's duties will include direct mail and online communications initiatives, according to Karen Cole, UPS spokesperson.

UPS said in a statement that it hired the agency based on its ability execute across global communications channels and strong business-to-business experience, among other reasons. Miles Young, CEO of Ogilvy & Mather Worldwide, led the pitch process, according to an agency statement. A spokesperson for the firm said that it is too early to go into detail about Ogilvy's specific duties.

Ogilvy's sister company Maxus is handling media placements for UPS.

Christine Owens, SVP of communications and brand management at UPS, thanked Young & Rubicam and Euro RSCG for participating in the search process in a statement.

Agency procurement firm the AAR Group of London assisted UPS in the selection process.

UPS announced in April that it was conducting a global ad agency review, inviting incumbent The Martin Agency to participate in the process. The shipper said at the time that current vendors McCann Erickson International, Universal McCann and MRM would not be vetted as part of the search.

The UPS Store's work with its AOR Doner, which has recently included the “Cardboard World” campaign, will not be affected by the hire, according to a company statement.

A UPS representative could not be immediately reached for comment.

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