DHL reviews £40m global creative business

LONDON - Following changes in ownership, DHL, the international haulage and courier company, is reviewing its £40 million global creative account only six months after appointing Ogilvy & Mather to handle the business.

The incumbent is battling it out against the German agencies Jung von Matt, Grey Worldwide in Dusseldorf and Scholz & Friends for the brand, which is due to be relaunched later this year.

A full-service review was ordered late last year following DHL’s ownership changes, whereby the German postal operator, Deutsche Post, increased its holding in the brand to 100 per cent.

The latest rethink has come despite Deutsche Post appointing O&M to the task of handling DHL’s global creative account in a move out of the DDB network last July.

The courier giant has also recently split its global media account betweenMediaedge:cia and Carat, following the full-scale overhaul of its media business.

The decision means that Mediaedge:cia will now handle DHL in the US, Asia and Latin America, while Carat picks up the business in western Europe. In terms of the media spend, the split will be roughly 50:50.

Before the pitch, Mediaedge:cia handled the majority of the DHL account, while Carat was responsible for the Deutsche Post business.

Once a creative decision has been made, Deutsche Post will integrate its own express, freight, forwarding and logistics activities under the DHL brand, which is the world’s largest ground and air express service.

Alison Brink, DHL’s brand communications manager, Europe, said that no contracts had been signed and declined to comment further on news of the media appointment. No-one from any of the agencies involved was available for comment as Campaign went to press.

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