Ryder Launches New Integrated Campaign

First Advertising from Grey San Francisco

Jul 28, 2014, 11:22 ET from Grey

SAN FRANCISCO, July 28, 2014 /PRNewswire/ -- Ryder System, Inc., a leader in commercial fleet management and supply chain solutions, today launched the most comprehensive integrated business-to-business campaign in the company's history.  Grey San Francisco, which won the account in February, is responsible for brand strategy, advertising including television, print and digital as well as media.

Ryder's first major campaign in nearly two decades carries the theme "That's Ryder."  Striking black and white television commercials, featuring Ryder employees and trucks, deliver the message via strong graphics that Ryder is bolder, smarter, smoother and faster in delivering "beyond what's expected" for its clients.  It ends with the tagline "Ryder Ever Better."  The cable TV flight debuts on the Golf Channel as well as NBC coverage of the Ryder Cup.

An extensive print and digital campaign begins with a full-page ad in the Wall Street Journal and includes ads in the Harvard Business Review, Fast Company, Businessweek, as well as a number of trade publications.

Karen Jones, Senior Vice President and Chief Marketing Officer for Ryder System, Inc., said, "Ryder is a great brand that helps some of the most well respected businesses in the world run more efficiently, safely, and cost effectively.  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."

Milan Martin, President of Grey San Francisco, said, "What agency wouldn't be thrilled to have the opportunity to tell the story of this iconic 80-year old brand. They've been humble, quiet too long and it's exciting to have a role in their reinvention."

Commenting on the new campaign, Grey San Francisco's Chief Creative Officer Curt Detweiler said, "During the discovery process we found a tight and extremely well run company with a tremendous amount to say about itself.  But Ryder is very 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.  It feels right.  It feels like Ryder.  The work walks and talks like they do."

About Ryder
Ryder is a FORTUNE 500® commercial fleet management and supply chain solutions company.  Ryder's stock (NYSE: R) is a component of the Dow Jones Transportation Average and the Standard & Poor's 500 Index.  Inbound Logistics magazine has recognized Ryder as a top third party logistics provider and green supply chain partner.  In addition, Security Magazine has named Ryder one of the top companies for security practices in the transportation, logistics, supply chain, and warehousing sector.  Ryder is a proud member of the American Red Cross Annual Disaster Giving Program, supporting national and local disaster preparedness and response efforts.  For more information, visit www.ryder.com and follow us on Facebook, YouTube, and Twitter.

About Grey
Grey San Francisco is the West Coast arm of Grey, the advertising network of Grey Group.  Grey Group ranks among the largest global communications companies.  Its parent company is WPP (NASDAQ : WPPGY).  Under the banner of "Grey Famously Effective Since 1917," the agency serves a blue-chip roster of many of the world's best known companies : Procter & Gamble, Symantec, GlaxoSmithKline, Diageo, Darden Restaurants, Pfizer, Canon, 3M, NFL, Boehringer Ingelheim, Marriott Hotels & Resorts, T.J. Maxx. Grey was named ADWEEK's "Global Agency of the Year" and AD AGE's "Agency of the Year" in 2014. (www.grey.com)

Contact: Owen Dougherty

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