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.
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