Title: Senior VP-corporate marketing, FedEx Services

Company: FedEx Corp.

Years in current job: 10

Quote: “We can keep building on this new media opportunity and learning as we go how to get the best bang for the buck.”

FedEx Corp. is tightly interweaving digital, social and traditional media in its marketing, while continuing its sponsorships of NASCAR, the NFL and the PGA. For example, recent TV spots for the FedExCup, a PGA golf competition, drove users to an online sweepstakes and community linked to a Facebook page where visitors could compare golf scores and socialize.

“Five years ago, we didn't do that,” said Laurie Tucker, senior VP-corporate marketing for FedEx Services. Going forward, she said, “We're still going to have TV creative, but that TV is going to be tied into online and the ability to drive online transactions.”

Tucker said a strong customer relationship is the key to its marketing, and that resonates in its ad campaign, “We Understand.” Created by BBDO, New York, the multiplatform effort debuted last year and added four new TV spots in September. OMD Worldwide handles media for the campaign.

The commercials, positioning FedEx as a “proud partner,” promote FedEx Ground, FedEx Express and FedEx Office, and show how the company can help small-business customers and consumers. For instance, in a witty spot for FedEx Office, a business traveler, who could have had FedEx Office send his presentation directly to the client, is subjected to a cruel critique from airport security guards. “We understand. You need a partner who delivers convenience,” voiceover says. “FedEx Office: Proud partner of frequent fliers.” “Learn more at Fedex.com/weunderstand” is the Internet kicker.

The spots, which are reminiscent of the TV series “The Office,” are running on cable and news programs, as well as in pre-roll ads, online videos, iPad ads, outdoor and other media.

Tucker said the FedEx Office effort is meant to complement the “Looks Good on Paper” in-store campaign. Last year marked the official integration of FedEx and Kinkos, and Tucker said that for a few years FedEx will continue to use the tag, “FedEx Office formerly known as Kinkos.”

All FedEx marketing has a strong social media component. Tucker described the relatively new medium as “scary, but scary wonderful.” For example, a video about FedEx's low-emission/fuel-efficient Boeing 777Fs went viral, landing on Facebook and generating more than 26,000 views.

The public follows FedEx's efforts to save oil spill-threatened Gulf Coast turtles through online video segments and reads about FedEx employees at IamFedEx.com. Exposing content that might have been considered only of interest internally has “really helped customers, investors and influencers to understand what kind of company we are,” she said.

“Going forward, you can be assured we'll be out there and putting our toe in the water with these new media channels,” Tucker said. “Our customers want us to be there with value.”

—Patricia Riedman