FedEx Retains BBDO for New Campaign

NEW YORK — BBDO has sold a new campaign to Fedex after a meeting on Monday (June 18) at the client’s Memphis, Tenn., headquarters.

The New York shop has handled the estimated $85 million account since 1989. In recent months, the relationship was said to be in jeopardy after the client requested top creative personnel changes and expressed dissatisfaction with creative concepts. [Adweek, June 4]. Shortly after that, FedEx began talking to search consultants, sources said, and many anticipated an agency review if BBDO’s last-ditch effort was not successful.

Client representative Carla Richards confirmed that BBDO made a creative presentation on Monday and that new work was approved and is expected to break in early fall.

“We are moving forward with a new advertising campaign based on a creative concept presented by BBDO,” Richards said. “The new work will be true to the Fedex brand and our dynamic approach to advertising and will communicate the brand portfolio of Fedex service offerings.”

Officials at BBDO referred calls to the client