UPS has awarded its global marketing services account to Ogilvy & Mather after a review, the client confirmed on Monday. The shop partnered with WPP media agency Maxus.
Christine Owens, client svp, communications and brand management, said: “UPS believes Ogilvy is the right strategic partner because their ideas reflected an understanding of UPS’ culture and business. They demonstrated exceptional strategic and creative thinking and an integrated, global approach.”
Ogilvy worldwide CEO Miles Young added: “We are thrilled, excited, exhilarated. UPS set a very high bar for this decision, which is of considerable strategic importance for them. We won on the basis of some outstanding thinking and with a truly global effort.”
The other finalists were WPP units JWT and Young & Rubicam, both of which partnered with sister media shop Mindshare; and Havas’ Euro RSCG, which teamed up with sister shop MPG. JWT made a final presentation, but exited in the late stages of client deliberations last week, with worldwide CEO Bob Jeffrey internally citing “post-pitch feedback [that] has centered on protracted, legal, contractual financial discussions that are not in our best interest.”
The winner succeeds IPG units The Martin Agency (U.S. duties) and McCann Erickson in London (international duties).
The account includes traditional and digital advertising, customer relationship management efforts and media planning and buying. Annual worldwide media spending on the brand is estimated at $200 million, including more than $100 million in the U.S.
AAR in London helped manage the search, which began in April.