Royal Mail begins ad agency review
The Royal Mail has launched a multimillion pound statutory review of its brand strategy, advertising and direct marketing agency roster.
Current incumbents Abbott Mead Vickers.BBDO (above-the-line), Wolff Olins (branding) and Proximity (DM) will all be invited to repitch for the four-year contracts.
The review is being led by Tom Hings, director of brand marketing at Royal Mail, and comes amid the company’s very public disputes with the Communications Workers Union over plans to modernise operations.
National postal strikes were officially stopped last week but talks continue over pay, pensions, job cuts and working practices.
Last week, the Direct Marketing Association announced plans to significantly reduce the wastage from direct mail in response to a report by the Environment Council into stemming the tide of ‘junk mail’.
The company is facing stiff competition from other postal carriers and the growing reach of digital, resulting in its first financial loss in six years in August.
Royal Mail awarded its GBP 18 million media planning and buying business to OMD in April, after a two-way shoot-out with 10 year incumbent Carat.
