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BRANDING NEWS: Parceline changes its name to DPD

 Jones says the new
name will increase
recognition as part of
an international group
 UK parcel carrier Parceline is rebranding itself as DPD, the brand used by its European sister companies and the name of its international network.

The new name has been launched via an integrated B2B campaign, developed by creative agency KHWS, which includes press and outdoor ads, give-aways, web banner ads, email and direct mail activity.

Internal communications with the company's 4500 employees have been handled in-house via cascade packs, DVDs and an employee booklet, with messages and timing integrated with the external launch materials. DPD liveried vans and trucks have also started appearing on UK roads.

"The new DPD name means the company can now offer all its domestic and international services under one brand and we are now more easily recognised as part of an international group," says marketing director Tim Jones. "All the communications activity emphasises that we are retaining the same brand values that always differentiated Parceline in the UK market - dynamism, flexibility, innovation and reliability."

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