The communication strategy for FedEx will rely very strongly on non-mainstream advertising - and that will largely be handled by the events and celebrity management division, Percept D'Mark.
It was this approach which Sanjay Lal, CEO and executive director of Percept D'Mark, believes won the account for the agency: "We went in with a 'single window' strategy. FedEx is an account which needs to go beyond simple advertising into CRM activities, direct activities, events, tie-ups and associations other than mass media.
"We have strengths in every one of these areas and went in as an integrated marketing communications conglomerate, which was our winning advantage."