Cultivating the Press Helps FedEx To Deliver a ‘New’ FedEx

Nearly 10 years after its 1973 launch, FedEx Corp. created a new advertising campaign that took the company to the next level. The 1982 campaign -- featuring a fast-talking
executive barking out orders that the package had to "absolutely, positively" be there overnight -- hit home with business executives who were then starting to deal with an
increasingly global economy.