An award-winning campaign that made culture the competitive advantage

Problem

Overtake market leader C.H. Robinson in the Inbound Logistics industry shoot out — a leadership position the publisher said was unattainable without insurmountable funding

Approach

Previously conducted research revealed Echo's most valuable asset was its people — make that primary differentiator tangible and distinctly ownable

Nimble Process

Worked hand-in-hand daily with Echo's internal marketing team to unite two merging cultures over the promise of being the “uncomplicators”

Innovative Solutions

The Uncomplicator and the Logistics League: one icon extended across print, digital, social media, the website and three-dimensional bobbleheads — a “culture cult” in the logistics industry