pacheco-fedex

VIDEO: FedEx Puts SuperBowl in Rearview as it Focuses on Social Media

  |  November 18, 2013   |  Comments

In an exclusive interview with ClickZ, Steve Pacheco, director, Advertising at FedEx shared the main axes of the shipping company's advertising and marketing plans for 2014.

Cutting short all speculation, Steve Pacheco, director, Advertising at FedEx says that the shipping company is not to be expected back in the ad game of the SuperBowl this year.

Speaking to ClickZ in an exclusive interview ahead of the Ad Club of New York event last week honoring him with the 2013 Advertising Person of the Year award, Pacheco shared his views on advertising in the age of context, and gave a few pointers as to where FedEx will be putting its efforts in the year to come.

(Still) No SuperBowl for FedEx but yes, big time sports sponsorships, and a big push in social media too. Since it retired from producing SuperBowl ads back in 2009, the question has shifted from "when" to "whether" FedEx would come back.

The company has been reallocating its budgets, successfully conducting campaigns on the sidelines and encountering increasing levels of engagement.

Looking ahead at FedEx's strategy, Pacheco says that sports sponsorships will get a subsequent boost next year. See the video as he goes into details of that plan.

But first, he started out by sharing with us the campaign he is the most proud of.

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ABOUT THE AUTHOR

Liva Judic

Liva Judic joined Search Engine Watch and ClickZ in May 2010 as a news blogger. She has lived and worked across the globe in Madagascar, Switzerland, London, NYC, Asia and is now based in between New York and Berlin.

Her background is in government relations and financial media where she started out as a journalist at Bloomberg and became senior editor at AFX news (now part of ThomsonReuters). Prior to forming her own consultancy Judic was head of international PR for a head of state.

Judic focuses on facilitating brand and marketing transitioning for European startups moving to the US. She has been named one of the Top 50 Industry Influencers of 2014 by AGBeat 

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