By Steve Krajewski
DALLAS–Federal Express, the country’s leading overnight package delivery service, assigned promotional marketing duties to TLPartnership (TLP) here as it prepares to ramp up its efforts in that arena.
A TLP representative said the shop has been named lead agency for the Memphis, Tenn.-based firm’s national retail operations and sales division.
The assignments are separate from the client’s brand advertising, which is handled by BBDO, New York.
Billings were undisclosed, but sources said FedEx could commit ‘several million dollars’ to promotional initiatives in the coming year.
TLP president and chief executive officer Bruce Orr said last week that his agency began working with Federal Express earlier this year on a project basis.
That relationship has progressed steadily, according to Camara Clifton, the group account director overseeing the business for TLP. Clifton said Federal Express executives recently doled out several assignments to the Dallas shop.
Those assignments include an initiative to urge consumers to use FedEx drop boxes placed inside retailers like Kinko’s copy centers across the country. In-store materials will be part of the effort. It was not clear what other media TLP would use for the retail assignment.
FedEx’s retail operation is responsible for 40,000-plus drop boxes in various retail settings.
Clifton said Federal Express has worked with several other shops in the past on promotional efforts, but has not had an exclusive agency agreement.
‘Federal Express came to TLP because of our abilities in integrated marketing initiatives,’ Clifton added.
FedEx offers delivery in the U.S. and more than 190 other countries.
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