DHL has handed its £200m global advertising account to Ogilvy Advertising after a final pitch against M&C Saatchi. The WPP agency was the incumbent in the US and Asia but has now scooped the entire global business following the review.
DHL, the international delivery service owned by Deutsche Post, called the review – which was handled by the AAR Gmbh in Germany – in the summer (MW July 12). It is thought that several other agencies, including Wieden & Kennedy Amsterdam, had been shortlisted to pitch but were eliminated at an earlier stage.
DHL had worked with Ogilvy Stockholm in Europe, as well as Ogilvy Primary Contact, the agency’s business-to-business division in the UK.
The company is not known for high-profile advertising campaigns, but last year it ran a global branding campaign around Hollywood film Mission: Impossible III, with ads showing DHL staff carrying out “impossible missions”.
DHL was founded in the US in 1969, but Deutsche Post took a major stake in the company in 1998, completing a full acquisition by 2002. DHL is the world’s largest international air express network, delivering to 120,000 destinations in more than 220 countries and territories.