Commentary: Is there caring in shipping?

09/13/2005 | Chicago Sun-Times (free registration)

Chicago Sun-Times advertising columnist Lewis Lazare is skeptical about Ogilvy & Mather's $50 million campaign for shipping company DHL and its attempt to differentiate the service from rivals by virtue of how much it cares. Lazare notes the campaign lacks specifics, saying, "just putting out a mildly entertaining commercial isn't going to convince people DHL means business."

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Chicago Sun-Times (free registration)

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