Echo Global Logistics wanted to outrank their category market #1 leader.
The top spot would cost more money than Echo, or anyone, could throw at it.
Echo decided the budget wasn't going to be the differentiator, or what stood in their way. They needed something money couldn't buy.
And inside the company, things were getting complicated. Echo was merging two strong cultures, growing rapidly, and building out a brand-new sales hub all at once.
AND, Sales, Customer Service, and Account Management had one job day after day, which was doing whatever it took to get every shipment from point A to point B.
Research Echo already had in hand showed its most valuable asset, its differentiator, wasn't their shipments.
It was the people moving them. Employees who go above and beyond, just like everyday superheroes.
The question wasn't “how do we outspend the market leader?” It was “how do we make our people impossible to ignore?”
Jayne made Echo's real differentiator tangible and distinctly ownable.
Working hand-in-hand with Echo's internal marketing team, two cultures united over one promise of being the UNCOMPLICATORS.
Enter The Uncomplicator and the Logistics League. We launched one icon that extended across print, digital, social media, the website, and yes—three-dimensional bobbleheads.
The approach
01
The problem
Two merging cultures, a “whatever it takes” mandate up the chain, and a leaderboard publishers said couldn't be bought under any circumstance.
02
The solution
Unite everyone behind one ownable promise—uncomplicating—and give it a face the entire industry could rally behind.
The result
Top 3PL in the Inbound Logistics industry vote
Holding first place
Award shows won: Effie, MarCom Gold, The Drum Marketing Awards
Sales, account management, and customer service reps engaged
What changed
Bigger than a campaign
The tone, personality—and bobblehead—spread from Echo's own channels into the wider logistics industry and beyond.
One unified culture
Two formidable cultures became one iconic identity.
Built-in runway
Five years on, Echo is still using elements of the campaign.
“Jayne took our previously conducted market research and developed a campaign based on the consumer insight that our employees go above and beyond—like everyday superheroes. Then their creative team brought this insight to life with our Logistics League superheroes.”
— Chris Clemmensen, SVP of Marketing, Echo Global Logistics
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