Logistics is a complicated but indispensable part of modern life. Through brand journalism we’ve helped educate UPS’s business customers on the importance of logistics for future growth and profitability. Armed with more knowledge, they’ve been motivated to buy UPS services as a result. Thinking About Content Having defined content, we can now start to attack it in a more structured way. To do that, we need to think about its properties. In Ogilvy & Mather’s experience, sometimes content is magnetic, it attracts people; sometimes it is immersive, you get embedded in it; sometimes it is smart, enabling