AMV prepares to defend its Fedex EMEA role

Abbott Mead Vickers BBDO is bracing itself for a review of its Fedex account as the express delivery giant prepares to overhaul its advertising arrangements in Europe the Middle East and Africa.

AMV has acted as the lead agency on the multimillion- pound business since October 2000 when it took over from its sister BBDO agency in France, CLM. During that time it developed a campaign using the endline: "Whatever it takes." It also launched an international TV campaign for the brand in 2001 which ran in Europe and the Asia-Pacific region. Fedex spends £2.6 million in the UK.

AMV's chief executive, Cilla Snowball, declined to comment on the review which has been sparked by market conditions, where developments, such as e-mail, have affected Fedex's overnight delivery offering. Last year, the company pulled its key subsidiaries together under the Fedex umbrella in a bid to offer customers a single source for a range of delivery services.

The Fedex EMEA brand manager, Simon Fry, said: "Our fiscal year runs from June to May and we're trying to make sure we're partnered with the best advertising agency to develop our brand in that period."

AMV will be invited to repitch for the business and Fry said he hoped to have an agency in place by May.

The review will not affect the BBDO network's hold on the business in the US.