VCCP wins £10m FedEx EMEA creative account

FedEx, the express courier company, has awarded its £10 million creative account for Europe, the Middle East and Africa to Vallance Carruthers Coleman Priest following a four-way pitch.

The agency won the business, worth around £2.6 million in the UK, following a pitch against Bartle Bogle Hegarty, Campbell Doyle Dye and Abbott Mead Vickers BBDO, the incumbent. The review was handled by the AAR and overseen by FedEx's EMEA brand manager, Simon Fry.

The media planning and buying account, held by PHD, was unaffected by the review.

VCCP will link up with other agencies across Europe to roll out creative work. It also handles advertising for the mobile network operator O2, another account won from AMV, in the same way.

AMV has acted as the lead agency on FedEx since October 2000, when it took it 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 that ran in Europe and Asia-Pacific.

Three years ago, FedEx co-produced the film Cast Away, starring Tom Hanks, as part of a product placement tie-up.

The pitch did not affect the BBDO network's hold on the business in the US.

The appointment comes as FedEx battles for market share against United Parcel Force and DHL. While FedEx is the world's largest air express deliverer, its ground business is only a fraction of the size of UPS's. The company's overnight delivery services have also been hit by the rapid uptake of e-mail.

FedEx's review follows a global rebrand by UPS in the spring, which saw it drop the longbow from its logo, retaining only the shield.

More recently, FedEx's overall business has been affected by rising fuel and maintenance costs and a weakened US economy.