MarketingMasters Luncheon Seminar
Why FedEx’s Marketing Efforts are the Perfect Package
SPEAKER:
INTRODUCING THE SPEAKER:What do carrier pigeons, lemmings and overhead airplane compartments have in common? They’re all focal points in ads from FedEx’s highly acclaimed 'Relax, it’s FedEx' campaign which pokes fun at corporate life while demonstrating how the company helps businesses with its wide range of services.
On Oct. 2, at the Standard Club in Chicago, you can hear the stories behind this campaign and others from Steve Pacheco, the managing director at the helm of FedEx’s award-winning advertising. He’ll give us a look at the various touch points that FedEx uses to stay top of mind and a tour of some of the tools and platforms that it uses to power one of the world’s most powerful brands.
Some of FedEx’s best-known creative has been produced under Pacheco’s 11-year tenure, including the EMMY-nominated 'Carrier Pigeon' spot that aired during Super Bowl XLII. Pacheco has overseen the creation of a whopping 12 Super Bowl advertising spots for FedEx.
Sporting events have long been a key element in FedEx’s integrated marketing efforts aimed at the C-suite and small-business people.
In 2007, FedEx became a premier PGA sponsor with its namesake tournament, the FedExCup. A campaign centered on the sponsorship was created, featuring the humorous shenanigans of office employees trying to get out of work to go golfing. Another series of ads tied to the company’s sports sponsorships (which span the NFL, NBA and the NCAA) was the “Everyday is race day” campaign, which highlighted FedEx’s NASCAR sponsorship.
“The message that every day is race day is a great attribute,” said Pacheco in an interview with BtoB magazine. “The campaign plays into the company’s characteristics because we race every day to get your packages delivered on time.”
Sports-related marketing fits in well with FedEx’s long-term brand strategy of reaching executives during their downtime.
“Sports programming is where people go to relax,” Pacheco said. “It’s rating-protected and puts up good numbers. The little bit of leisure time that [top executives] have, they spend watching quality sports,” he said in the BtoB interview.
Pacheco is not only lauded for his company’s creative, but for being an all-around likable guy.
“People love Steve. He’s always up; he’s bigger than life,” said Karen Rogers, vice president of U.S. marketing at FedEx and Pacheco’s boss, in an interview with the Memphis Commercial Appeal.
This year Pacheco was honored with the Memphis Advertising Federation's Silver Medal Award three days before FedEx’s 2008 Super Bowl ad aired.
Emma Armstrong, group account director at BBDO (FedEx’s long-time creative partner) and five others from the agency, including John Osborn, president and CEO of BBDO, flew down for the ceremony although 20 team members from BBDO had signed up to come.
“Not only does he have the head for this business in terms of product, but he brings the heart and emotion, too,” said Osborn.
About Steve Pacheco
Steve Pacheco is Managing Director, Advertising at FedEx Corporation, a $36 billion, Fortune 100 global transportation, logistics and business services leader. He is responsible for all corporate-wide advertising as well as leveraging their extensive portfolio of sports and sponsorship properties through media and advertising. FedEx brands under his direction include:
- FedEx Express
- FedEx Freight
- FedEx Ground
- FedEx Office
Prior to joining FedEx in 1997, Pacheco served as Advertising Director for International Paper, a $25 billion multi-national producer and marketer of paper, packaging, forest products and building materials. Responsible for advertising, marketing communications, and sports and event sponsorship, he directed their involvement in the 1996 Summer Olympics in Atlanta.
His broad range of advertising experience includes past positions as partner in Humphreys Ink, a Memphis-based advertising agency, and director of advertising and promotions at The Commercial Appeal, a Scripps Howard newspaper in Memphis. Before that he had a paper route.
In addition to his advertising and marketing background, Pacheco has given his time and talents to numerous community-based efforts, including:
- Board member: Memphis Arts Festival, Memphis in May
- Marketing chair: Memphis Arts Council & National Blues Foundation
- Advisor: Metropolitan Interfaith Association, National Civil Rights Museum
- Habitat for Humanity and The Memphis Food Bank.
A native of Memphis, Pacheco earned a BFA Degree in Journalism from Memphis State University.
About Emma Armstrong
Emma Armstrong started her marketing career in London working at a small charitable organization where she was responsible for everything from writing press releases to producing large Royal events. Seeking a little more focus, Emma moved to the world of digital advertising in the late 90s and now has more than 10 years experience working in both client-side and agency roles. She has had the opportunity to work with a diverse range of clients across multiple verticals, including British Airways, IKEA, British Telecom, T-mobile, P&G, E*TRADE, Del Monte, Dyson and Emirates Airlines. Emma now lives and works in New York where she manages the integrated FedEx advertising team for BBDO and Atmosphere BBDO.
She holds an MA in Biological Anthropology from Cambridge University, UK.
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