Postwatch moots agency search in information push

By MARK KLEINMAN Postwatch, the postal industry consumer watchdog, is looking at
hiring an ad agency as it seeks to inform the public about the
changes taking place in the mail delivery market. Postwatch, the brand name for the Consumer Council for Postal
Services, was launched in March to monitor the performance of
licensed postal operators, including Consignia, the parent company
of Royal Mail, and the Post Office. As other companies look likely to enter the market, sparking an
unprecedented wave of competition in postal services, Postwatch is
concerned that the public will be confused by the changes. ‘The appointment of an advertising agency may well form part of the
long-term communications strategy we are putting in place,’ said a
Postwatch spokeswoman. ‘As the industry’s consumer watchdog, it is part of our remit to
inform people of what they can expect from new operators, and
advertising will potentially be part of that.’ Postwatch is funded by the Department of Trade and Industry with
money recovered from the licence fee collected from postal operators
such as Consignia. As part of the sweeping changes in the postal sector, industry
regulator Postcomm was launched earlier this year.
Copyright 2001 Marketing.
Source: World Reporter (Trade Mark) – FT McCarthy.