November 23, 2024

Programmatic

In a world where nearly everyone is always online, there is no offline.

UPS’ Kevin Warren Transformed the Stodgy Brand Into Something ‘Unstoppable’ 

When Kevin Warren took on the role of UPS CMO in 2018, he faced a head-scratcher of a problem. The company was losing market share with small- and medium-sized businesses despite their dependence on a shipper like UPS. Warren’s team surveyed customers, including a persona test, and discovered that customers pegged UPS as an older,…
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