BBDO to Produce Only Three Commercials for 2009 Super Bowl - Advertising Age - News

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FedEx is punting on the 2009 Super Bowl, and the undisputed king of the Big Game -- its agency, BBDO -- will be a lot more on the sidelines this year. Steve Pacheco, ad director at Super Bowl stalwart FedEx, wrote on a company blog that the $3 million for a 30-second spot on NBC's telecast wasn't a prudent expenditure in tough economic times. "Make no mistake, our advertising presence in 18 Super Bowls since 1989 has strategically allowed FedEx to establish itself as a household name," Mr. Pacheco wrote. "As a responsible employer of more than 290,000 employees and contractors worldwide, there is a time to justify such an ad spend and a time to step back. ... A Super Bowl ad buy is not where we should put dollars at this time."

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http://adage.com/superbowl09/article?article_id=133492