NEW YORK UPS said it would spend about $35 million to launch a new advertising campaign in what the shipping company is calling its biggest marketing push in at least the last half decade.
The effort, "Whiteboard," via The Martin Agency, an Interpublic Group shop in Richmond, Va., includes TV and print. Support includes an Internet leg, via IQ Interactive, Atlanta.
In the TV spots, a man stands at a board and draws on it with a brown marker to explain the different services UPS offers and how they can be integrated to perform multiple functions for businesses. Spots end with UPS' "What can brown do for you?" tagline and a link to a Web site with the answer.
Spots begin to break this weekend. UPS' 100th anniversary is this year, but the campaign is not connected to that event, according to Larry Bloomenkranz, vp, brand management, advertising and sponsorships at UPS in Atlanta.
In October, UPS said third-quarter profit rose 9 percent. It releases its fourth-quarter results Jan. 30.
—Brandweek staff report