DHL reviews pounds 25m Scholz task

DHL Worldwide Express, the courier company, is reviewing its pounds 25 million-plus pan-European creative account, which is handled by the Hamburg-based Scholz & Friends.

DHL Worldwide Express, the courier company, is reviewing its pounds

25 million-plus pan-European creative account, which is handled by the

Hamburg-based Scholz & Friends.



Five agencies will be shortlisted to pitch for the account, with

marketing executives in the UK, France, Germany and Italy nominating

their local agencies. Pitches will take place at the end of March with a

decision expected by June.



In the UK, Mike Bull, DHL UK’s marketing communications manager, is

expected to put forward Mellors Reay & Partners, which handles radio and

local advertising. Bull was unavailable as Campaign went to press.



Scholz & Friends’ last work was a testimonial campaign using the line:

’People like us. Like us.’ The campaign, now in its third year, promoted

DHL as a day-to-day service rather than a last resort in

emergencies.



The unscripted television work featured ordinary individuals describing

their experiences of DHL. The campaign has run in its various guises

across Europe since May 1995, backed by local radio, outdoor and press

advertising.



However, one source close to the business said the campaign had failed

to raise awareness across Europe, particularly in the UK, its biggest

market. DHL is now keen to find a new television campaign which will

work across all markets.



Scholz & Friends won the business in 1995 after a pitch against Ogilvy &

Mather Belgium, CDP Europe and the then Reay Keating Hamer.



DHL’s media planning and buying, which is handled by CIA Medianetwork,

is unaffected by the review.



DHL operates in more than 227 countries.



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