US Postal Service earns award for marketing research
The Postal Service has been awarded the advertising industry’s highest honor for research that results in high-impact marketing, a postal official said. The 2006 Grand Ogilvy Award was accepted by Postal Service representatives for the organization’s “Access” campaign, which increased awareness of USPS package shipping products and services.
“We knew our small business customers would take advantage of the convenience of our services through usps.com, but the challenge was building awareness,” said Chief Marketing Officer Anita Bizzotto. “We successfully did that.”
The effort included television, print, radio and Web advertising, as well as employee awareness efforts. Perhaps most memorable was “Angie,” the woman in the TV commercial who bails out her co-workers as they pile on packages for her to mail. The Access campaign features the Postal Service’s Carrier Pickup Online Notification and other offerings available at usps.com.
The research, developed in cooperation with the Postal Service’s advertising agency Campbell-Ewald and other partners, was the driving force behind the creative work.
The Advertising Research Foundation Ogilvy Awards are named after legendary advertising executive David Ogilvy who believed that behind every great advertising campaign is great research.
