UPS Ad Delivers E-Commerce Focus

With a refreshed mantra and its customers’ evolving needs in mind, UPS is refining its focus starting with the March 8 launch of its “United Problem Solvers” advertising campaign.

UPS launched the new slogan to highlight the company’s focus toward improving shipping methods and enabling businesses to use e-commerce to maximum efficiency.

“The scope of UPS services has expanded significantly in the last few years,” said Alan Gershenhorn, executive vice president and chief commercial officer in a company press release. “We are continuing to change in response to customers’ needs.”

For business services, the ad campaign touts better return handling procedures as well as more efficient means of getting international shipments through customs. Domestically, UPS will be utilizing improved model simulations to predict the best supply chain routes for business for more efficient delivery.

“Our employees solve customer problems by using the best mix of proven analysis methods, innovative technologies and the company’s extensive global transportation network. We not only move goods through all aspects of the supply chain, we also help our customers approach their business problems to uncover new top line and bottom line opportunities,” said Gershenhorn in the release.

While the company has publicly stated the shift in focus is not in relation to a down period in the company’s profitability, The Wall Street Journal has noted that the shipping industry has undergone important shifts as e-commerce ramps up. Domestic revenue per package fell to $9.25 from $9.39 in 2014 as a result of these changes, WSJ reported. In contrast, the United States Postal Service, while still recording losses, saw a boost in its package business over the 2014 holiday season as it focused on providing better package delivery and customer service, thanks in large part to e-commerce’s growing influence.

The advertising campaign is expected to ramp up later this month as the NCAA Men’s Basketball Tournament gets underway; UPS is the Official Logistics Partner of the NCAA. Advertising firm Ogilvy & Mather is in charge of the new campaign.