DHL Unveils New Globally Integrated Advertising Concept

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DHL Unveils New Globally Integrated Advertising Concept

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April 28 marks the start of DHL’s new advertising campaign in 21 countries and in 16 languages, including more than 1,500 ads in over 250 publications worldwide.

Driven by the company’s goal of "becoming the logistics company for the world," the global campaign is targeted to reach the decision makers in today’s business world. The multi-tiered, multi-channel concept includes TV ads for international broadcast, ads in leading media in Germany and around the world as well as product campaigns in both print and digital format. Local advertising will supplement the global campaign.

As part of its corporate strategy, Deutsche Post DHL previously re-aligned its logistics business to deliver its customer promise of ‘simplifying services’ and providing ‘sustainable solutions’. A new, integrated marketing campaign has been created, covering all DHL business units and their products for the first time. The campaign's tagline -- "Excellence. Simply Delivered." -- reinforces this promise.

“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 utilized effectively at local level," said Christof Ehrhart, Director of Corporate Communications at Deutsche Post DHL.

The new concept has a three-tiered approach: The highest level communicates DHL as a leader in the logistics industry. Cross-divisional brand values are also pushed at this level: personal commitment, pro-active solutions and local strength worldwide. The next level is devoted to communicating brand strengths and solutions of the individual DHL business units with focus on the key industry sectors Life Science, Energy and High-tech. Product campaigns wrap up the three-tier approach, with the aim of addressing various target groups and supporting the direct sales process. The ads feature DHL employees talking about their workday before a background of dynamic visuals.

“The multi-tiered integrated campaign really draws out what is at the core of the DHL brand, it centers on what we do,” explains Wolfgang Giehl, Head of Corporate Brand Marketing at Deutsche Post DHL. “It was equally important to have an agency set-up in place which guarantees a 24/7 online support for our global and local activities. This will significantly increase our efficiency and the impact of the campaign.”

With this campaign, DHL established a new agency set-up that integrates analog and digital media. Netherlands-based 180 Amsterdam and its digital arm Riot were chosen as the strategic and creative partners for the campaign after a global search. Along with leading global digital agency, Proximity, the three will provide the global network necessary to implement the campaign worlwide and introduce a new web-to-print platform: DHL AdIntegrator. In the future, all designs and advertising media from both the divisional and product communication levels can be translated online and localized according to regional and country requirements. The group’s subsidiary Williams Lea is part of the global agency network responsible for print and mailing services.


Photos of the campaign are available for download under the following url:

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DHL – The Logistics company for the world


DHL is the global market leader in the logistics industry and “The Logistics company for the world”. DHL commits its expertise in international express, air and ocean freight, road and rail transportation, contract logistics and international mail services to its customers. A global network composed of more than 220 countries and territories and about 300,000 employees worldwide offers customers superior service quality and local knowledge to satisfy their supply chain requirements. DHL accepts its social responsibility by supporting climate protection, disaster management and education.

DHL is part of Deutsche Post DHL. The Group generated revenue of more than 46 billion euros in 2009.

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DHLCommunicationsJörg Wiedemann, +49 (0)228 182-9944 pressestelle@deutschepost.de : mailto:pressestelle@deutschepost.de