Experience: London and FedEx’s first global campaign

In 2007, BBDO London won the bid to develop FedEx’s first global advertising campaign. Not my personal favorite, but they delivered on the briefing and earned the majority of the votes.

A campaign that went beyond advertising

On the bright side, the project gave me the chance to visit London several times with fellow brand directors from across the globe. Together, we made history by launching a comprehensive campaign that went beyond advertising, spanning sponsorships and global brand initiatives.

London

London is one of the world’s great capitals, home to over 9 million people and a top global financial center. Its history stretches back nearly two millennia, with landmarks like the Tower of London, Buckingham Palace and Westminster Abbey. Today it thrives as a hub for arts, fashion and innovation, while its culinary scene ranges from fish and chips to Michelin-starred dining, reflecting the diversity of its people.

The challenge is in the skies

Logistics in London is not without challenges, especially in the skies. Heathrow, one of the busiest airports in the world, faces heavy congestion, limited runway capacity and strict slot allocations. Add to that environmental rules restricting night flights and the need to coordinate across multiple airports, and the complexity for global carriers becomes clear. And anyone who has arrived or connected through Heathrow will confirm: one needs to be patient and ready to walk. A lot.

The people

What makes London truly unforgettable, however, is its people: diverse, global, yet deeply passionate about British traditions. From the monarchy and afternoon tea to football and pub culture, Londoners embody a unique balance of heritage and modernity that gives the city its unmatched energy and character.