Ogilvy & Mather edged out Euro RSCG and Y&R in the final stages of the six-month review after JWT left the pitch. The appointment means UPS will end its current relationship with global incumbents McCann-Erickson, Universal McCann and MRM by early 2010.
Ogilvy is expected to take on above-the-line, relationship marketing and digital advertising for the logistics giant in all markets in Asia-Pacific.
According to Tim Isaac, chairman of Ogilvy & Mather Asia-Pacific: “China certainly will be a key growth market and our team there were intimately involved in the winning pitch. But it's too early to provide details on which markets will be most active.”
He added: “UPS is headquartered in Singapore and our regional hub will mirror that. We'll be working closely with the UPS regional management on communications strategy now that we have been appointed.”
In September, UPS appointed Christopher Grubb as its head of marketing for Asia-Pacific. Grubb recently told Media that the company's new agency would be expected to make UPS more locally relevant.
Miles Young, CEO of Ogilvy & Mather Worldwide, who led the pitch process, said in a statement: "UPS set a very high bar for this decision, which is of considerable strategic importance for them.”
He added: “UPS is a company we admire greatly, with a strong value system and a commitment to excellence. We look forward to a long and successful collaboration.”
Ogilvy had resigned the DHL business to pitch for UPS’ global account previously.
Ogilvy is expected to take on above-the-line, relationship marketing and digital advertising for the logistics giant in all markets in Asia-Pacific.
According to Tim Isaac, chairman of Ogilvy & Mather Asia-Pacific: “China certainly will be a key growth market and our team there were intimately involved in the winning pitch. But it's too early to provide details on which markets will be most active.”
He added: “UPS is headquartered in Singapore and our regional hub will mirror that. We'll be working closely with the UPS regional management on communications strategy now that we have been appointed.”
In September, UPS appointed Christopher Grubb as its head of marketing for Asia-Pacific. Grubb recently told Media that the company's new agency would be expected to make UPS more locally relevant.
Miles Young, CEO of Ogilvy & Mather Worldwide, who led the pitch process, said in a statement: "UPS set a very high bar for this decision, which is of considerable strategic importance for them.”
He added: “UPS is a company we admire greatly, with a strong value system and a commitment to excellence. We look forward to a long and successful collaboration.”
Ogilvy had resigned the DHL business to pitch for UPS’ global account previously.
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