FedEx Names Digitas for Web Marketing

BOSTON-Digitas has added interactive advertising chores for Federal Express, a long-time direct marketing client of the Boston-based agency.

The goal is to develop a “cross-channel marketing approach” for FedEx that dovetails with direct mail and telemarketing efforts the agency has already designed for the client, said Digitas executive vice president Rueben Hendell.

The interactive budget for FedEx was not disclosed.

Digitas, has to some extent, bucked the negative trends dogging some interactive agencies of late, consistently cutting its quarterly losses and adding staff in offices worldwide. Digitas officials and industry analysts have attributed the company’s relative success to its long-standing relationships with large, stable clients, such as FedEx.

Digitas has recently picked up a variety of new clients as well, including Kingfisher retail store chains in Britain, PepsiCo. and Femsa, a large beverage concern in Latin America.

-David Gianatasio