DHL Ads Focus on Employees

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Employees will be the focus of an integrated advertising effort starting today by DHL, the express and logistics division of Deutsche Post World Net.

The dedication of DHL employees will be featured in TV spots, print ads, posters, airport displays and in online and direct marketing programs. The campaign, targeting individuals and businesses, was created with DHL's ad agency, Ogilvy & Mather, New York.

In 2003, Deutsche Post World Net integrated its international logistics services into the DHL brand and positioned it both internally and externally with an initial global ad campaign. The new campaign aims to sharpen the brand's profile.

The images show people, from carriers to executives, who meet challenges on customers' behalf.

"The heroes of our advertising campaign are the DHL employees. They go the extra mile for their customers," said Wolfgang Giehl, DPWN director, corporate advertising and branding. "This goal bands together all employees around the world and all of the cultures from which they come."

The campaign opens with ads showing Dirk Ravensteiner, who managed the logistics for 50 tons of air freight used in the production of the Hollywood blockbuster "Mission Impossible III" around the clock and around the world. Another ad features DHL carrier Evgeniy Darovskikh, who braves harsh weather in Siberia to deliver packages and is willing to go "to the end of the Earth" for customers.

Melissa Campanelli covers postal news, CRM and database marketing for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

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