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DHL Rethinks Global Digital Marketing Strategy

EMEA, Global

Arun Sudhaman 06 Jun 2012

BONN, GERMANY--DHL is on the hunt for an agency to help it reshape its global digital marketing strategy.

The German logistics giant is understood to have briefed a wide cross-section of firms regarding the assignment, ahead of credentials meetings later this month. These are thought to include digital, PR and advertising agencies, as it attempts to balance its extensive paid media efforts with a more robust social media presence.

DHL VP of brand marketing Philipp Rohwedder confirmed the review, and told the Holmes Report that the “focus is to bring on board an agency partner that complements our existing global agency constellation with a mandate to drive digital marketing efforts at DHL globally.”

“In light of the growing importance of digital in marketing communications it was decided to give this strategy…[a] dedicated agency focus.” added Rohwedder, noting that the search would be complete by the end of this year.

DHL currently draws digital support from a number of agencies around the world. The launch of a new global advertising initiative in 2010 saw it work with Riot, the digital arm of creative firm 180 Amsterdam; and digital marketing network Proximity. The company’s media buying is handled by MEC, and it has worked with iProspect on search marketing.

While an RFP has yet to be issued, a source involved in the review said that DHL is likely aiming to boost its social media activities in order to make its digital advertising investment more effective.

Last year, DHL appointed Grayling to handle a specific pan-European positioning assignment. The company’s strategic and financial PR business is led by Hering Schuppener, and it also works with other PR agencies at a regional and local level.

At Deutsche Post, DHL is used as an umbrella brand for all of the company’s logistics and parcel services, including its DHL Express courier division. 

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