DHL starts global push to deliver new tagline

DHL has embarked on a worldwide multi-platform advertising campaign that will be launched in all the territories where the company is present and operates.

Guided by the company's objective of "becoming the logistic company for the world", the campaign targets decision makers in the business world with a new tagline "Excellence. Simply delivered". The agency, Work, was briefed to convey DHL's corporate strategy to simplify services in its logistic business and deliver sustainable solutions.

The campaign has been executed by the firm's newly appointed agency's partner 180, based in Amsterdam, along with its digital arm Riot.

The multi-channel concept will include ads in leading media around the world, as well as product campaigns in both print and digital formats. Creative will launch in 21 countries, in 16 languages and with more than 1,500 ads in over 250 venues worldwide. Flyers, mailers, banners and tactical local advertising will also support the campaign.

The responsibility for the campaign's global adaptation has been assigned to Proximity – a company that has global presence in most parts of the world market.

"This comprehensive approach guarantees a uniform brand presence and at the same time creates synergies between the individual marketing activities on a global scale. We also made sure that global advertising resources could be utilised effectively at the local level," Christof Ehrhart, Executive Vice-President, Corporate Communications, Deutsche Post DHL, said in a statement to the media.