UPS puts problem solving skills to the test

UPS still loves logistics, but a new marketing campaign from the company puts a finer point on the range of problem-solving abilities alluded to when UPS first asked, “What can Brown do for you?”

United Problem Solvers, the new brand positioning from UPS, is designed to communicate the company’s unique capabilities to solve problems for all customers, ranging from small businesses to the largest global enterprises.

“The scope of UPS services has expanded significantly in the last few years,” said Alan Gershenhorn, UPS’ executive vice president and chief commercial officer. “We are continuing to change in response to customers’ needs. We’re transforming UPS from a logistics provider to a full-service partner that offers world class expertise and capabilities that helps customers increase revenue; improve cash flow; minimize lead time and reduce cost.”

The campaign’s television, print and online advertising debuts in the United States in media surrounding the NCAA Basketball Tournament. UPS is the Official Logistics Partner of the NCAA. The campaign will subsequently appear in international markets including China, Germany, Mexico and the United Kingdom. The United Problem Solvers campaign was developed in partnership with UPS’s global advertising agency, Ogilvy & Mather.

“The new United Problem Solvers campaign illustrates how our more than 400,000 employees approach problems with expertise and intense commitment to help customers,” said Gershenhorn. “Our essential message is to invite customers to challenge us with their business problems. We are confident that we can offer insights that will help them be more successful.”