Ryder System, Inc. is one of the top companies for transportation, logistics, supply chain and warehousing. Yet advertising has never been one of its priorities -- until now. This week, Ryder is launching the most comprehensive integrated business-to-business campaign in the company’s history.
Developed by Grey San Francisco, Ryder’s first major campaign in nearly two decades is designed to raise awareness about the company and the benefits of services it offers.
“What agency wouldn’t be thrilled to have the opportunity to tell the story of this iconic 80-year-old brand?" says Milan Martin, president of Grey San Francisco. "They’ve been humble, quiet too long and it’s exciting to have a role in their reinvention.”
The agency, which won the account in February, is responsible for brand strategy and advertising, including television, print and digital, as well as media planning and buying.
Under the theme “That’s Ryder," the campaign runs across digital and print, including The Wall Street Journal,Harvard Business Review, Fast Company and BusinessWeek. Black-and-white TV spots showcase Ryder employees and trucks to illustrate via strong graphics that Ryder is bolder, smarter, smoother and faster in delivering “beyond what’s expected” for its clients.
These ads — ending with the tagline “Ryder Ever Better” — air on the Golf Channel, as well as NBC coverage of the Ryder Cup.
“Ryder is a great brand that helps some of the most well respected businesses in the world run more efficiently, safely, and cost effectively," says Karen Jones, senior vice president and CMO for Ryder System, Inc. "Grey’s creativity, strong, clear tone of voice in its work and integrated capabilities made it the ideal partner to spearhead our aggressive new marketing effort.”
This campaign is the first component of a multifaceted initiative to reposition the brand. "During the discovery process, we found a tight and extremely well-run company with a tremendous amount to say about itself," says Martin. "But Ryder is extremely lean, efficient and humble as an organization, so saying a lot with great restraint and an economy of words and imagery was critical. The work is graphic, the copy is succinct and the overall feel is clean and well composed.”