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Fine-tuning its strategy to portray FedEx as a delivery service that offers peace of mind, Omnicom’s BBDO last week launched a campaign bowing the tagline, “Relax, it’s FedEx.” The line replaces the $90 million advertiser’s previous tagline, “Don’t worry. There’s a FedEx for that.” Eight new spots signal a shift from a breezy two-year-old initiative that featured two execs whose discussions about FedEx veered into subjects such as bowling shirts and PDAs.
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