From handshake to CEO deep dive in 48 hours

“It wasn’t even 48 hours after our initial conversation at Leaders in Logistics with the CEO of a leading parcel company that we found ourselves in a deep-dive dialogue at their premises with their core team.”

— Michel Min, Senior Global Marketing Manager – Logistics, Avery Dennison

Rusty Redecker, Avery Dennison, Leaders in Logistics

The Challenge

For global parcel operators, one persistent challenge continues to disrupt efficiency: how to maintain visibility when packages fall outside of traditional tracking infrastructure. This “blind spot” creates operational friction, impacts customer experience, and limits the scalability of logistics networks.

At Leaders in Logistics, we set out to help Avery Dennison, a Fortune 500 leader in digital identification solutions, address this issue head-on by delivering a high-impact thought leadership platform designed to connect them with senior decision-makers actively seeking solutions to this long-standing industry problem.

The Approach

Engagement began on the mainstage, where Rusty Redecker, VP Sales – Global Logistics at Avery Dennison delivered a keynote alongside Maarten Ree, Managing Director Operations Technology at FedEx, outlining their forward-looking vision for digital identity in logistics. Rather than a high-level overview, the session directly addressed critical industry pain points, positioning the company’s capabilities within a practical, problem-solving context – capturing the attention of hundreds of global carrier leaders in the room.

Within 48 hours, discussions sparked by the keynote progressed from initial introductions to an in-depth, on-site technical session with the CEO and core team of a leading global parcel carrier.

“We weren’t there to trade pleasantries; we were there to tackle a long-standing industry ghost: the challenge of making packages identify themselves the moment they drop off the grid,” Min explains.

The environment at Leaders in Logistics Summit is intentionally designed to bring together aligned leaders and foster meaningful dialogue, enabling conversations to move rapidly from conceptual to actionable.

“When you put like-minded leaders in one room, you don’t just get networking – gears actually start to turn,” Min added. “The Summit provides a rare ground where shared challenges are viewed through entirely new lenses. This is exactly what separates this gathering from the noise of typical industry events.”

The Results

Min went on to explain how the impact of Avery Dennison’s participation at Leaders in Logistics Summit was both immediate and measurable across three key areas:

Accelerated engagement

“The keynote acted as a catalyst, moving the team immediately into high-value conversations with decision-makers ready to engage at a detailed, technical level.”

Speed to action

“At Avery Dennison, we value the velocity of innovation. Going from a handshake to an onsite technical meeting with the CEO of a global carrier in under two days, we were able to bypass traditional sales cycles and corporate delays.”

Strategic impact

“We moved beyond ‘what if’ and began the practical work of solving the visibility gap in the global supply chain.”

Avery Dennison’s participation at Leaders in Logistics Summit enabled them to compress months of business development into days, showing how the right platform, audience, and message can unlock immediate commercial and strategic opportunities.

Michel Min
Senior Marketing Manager
Avery Dennison

Hi I am Ellie from the case study !

Ellie Kennedy, Senior Business Development Executive, Leaders in Logistics
Ellie Kennedy
Senior Business Development Executive,
Leaders in Logistics

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