MYPRODUCT24 Think Different!


During 2003-2005 I worked as Brand Communication Manager at DHL, my main responsibility was to define communication strategy, annual plans and budgets and to implement all corresponding communication projects.

During the years of 2000, DHL’s communications activities targeted mainly the business to business segment, the campaigns were developed at DHL network / region level and then were locally adapted for the Romanian market.


As Marketing Manager or Brand Manager probably you are developing projects where you simply need to take concepts and executions developed at the central level and to locally adapt them.

But what do you do if you consider that the campaign does not correspond to the realities of the Romanian market? Do you risk for implementing a communication campaign that you think will not deliver the expected results just because it comes from the central level?


With such a challenge I was confronted in 2005 at DHL.

After analysing the campaign kit and all the materials I received from the network, I validated the creative concept of the campaign focused on the key message ” Safe and Speed. Think different heavy weight transport. Think DHL.’’

Contrary, the creative executions for press and POSM did not provide in my opinion a very penetrating representation for the idea of ‘’safe and speed’’.

Armed with these considerations, I decided not to simply take over the network executions in the Romanian campaign but to challenge the agency we were collaborating to develop new creative executions that would enhance the idea of “safe and speed’’ by using the same valid creative concept approach.


The final creative executives developed locally, I then presented to DHL officials from central level and their conclusion was that these executions are more powerful and more penetrating than the ones included in the campaign kit developed by them at central level.

Consequently, they agreed to run in Romania a campaign with our local executions. They also took over these Romanian executions and sent them to other countries to be used / adapted by DHL organisations in their campaigns.

5.Key Leanings

This local initiative marked a double success. Once I implemented a more effective communication campaign. Second the take-over of locally developed executions to be implemented in other countries represented for DHL Romania a capital of image, professionalism and recognition from central / regional level.

If you are not happy with the campaigns you need to adapt to the Romanian market, develop counter-proposals and present them to your network / region. You may have the surprise of becoming an exporter of creativity and executions, which is an important capital for you and your organization.

Notification: MYPRODUCT reflects my real professional experience and expertise as well as my subjectivity. I do have a profound respect for all the companies I collaborated to and for all the people I worked with. It is not my intention to approach any sensitive, confidential or offending information related to companies, projects or people. If you the reader deduct or recognise companies, projects or people in my examples, I kindly ask you to respect MYPRODUCT and my professional and ethic approach and to not share any detail, information, situation, name, company.