Novak to head mail reform unit
Royal Mail media markets managing director Adam Novak is to head a new unit set up to address how the organisation's competitors can access the network.
Royal Mail has created the unit and Novak's new post of director and general manager wholesale in response to the liberalisation of the postal market. Royal Mail is to lose its monopoly status and must open its network to other suppliers.
In his new role, Novak reports to Royal Mail managing director Jerry Cope. This is the latest in a round of high-profile appointments made by Royal Mail this month, and follows the appointment of Paul Rich as deputy managing director and marketing director.
Novak's responsibilities will include liaising with regulators Postcomm and Postwatch, developing products that adhere to industry standards on how the network is accessed, and drawing up pricing plans. Novak says that eventually he will establish a sales and marketing team, but that it is too early to know how big the team will be.
He says: "The role is entirely new, is strategic and of significant commercial importance to Royal Mail. It will help shape the future of the postal industry in the UK."
Novak will continue to represent Royal Mail on various industry bodies, such as the Incorporated Society of British Advertisers, the Advertising Association and the Institute of Direct Marketing, but admits that in the future he may have to resign from them due to conflict.
Before joining the postal services operator in 1991, Novak held marketing positions at MB Caradon, Johnson Wax and Crown Paints.
Royal Mail media markets managing director Adam Novak is to head a new unit set up to address how the organisation's competitors can access the network.
Royal Mail has created the unit and Novak's new post of director and general manager wholesale in response to the liberalisation of the postal market. Royal Mail is to lose its monopoly status and must open its network to other suppliers.
In his new role, Novak reports to Royal Mail managing director Jerry Cope. This is the latest in a round of high-profile appointments made by Royal Mail this month, and follows the appointment of Paul Rich as deputy managing director and marketing director.
Novak's responsibilities will include liaising with regulators Postcomm and Postwatch, developing products that adhere to industry standards on how the network is accessed, and drawing up pricing plans. Novak says that eventually he will establish a sales and marketing team, but that it is too early to know how big the team will be.
He says: "The role is entirely new, is strategic and of significant commercial importance to Royal Mail. It will help shape the future of the postal industry in the UK."
Novak will continue to represent Royal Mail on various industry bodies, such as the Incorporated Society of British Advertisers, the Advertising Association and the Institute of Direct Marketing, but admits that in the future he may have to resign from them due to conflict.
Before joining the postal services operator in 1991, Novak held marketing positions at MB Caradon, Johnson Wax and Crown Paints.
Precision Marketing – 20.12.02
Royal Mail Media Markets managing director Adam Novak is steeling himself for a rough ride in his new role in charge of developing rival postal companies' access to Royal Mail's network.
Novak, who takes up the post of director and general manager wholesale in January, will have to deal with a number of different parties, including regulator Postcomm, the Government, rival operators and customers.
He told Precision Marketing: "It will be a challenging role and no doubt there will be controversy, but I will use my experience of the past three years [over which time he has built bridges with the DMA (UK)] to get me through."
Novak will also retain his roles within trade bodies, including the Incorporated Society of British Advertisers (ISBA), the Institute of Direct Marketing (IDM) and the Advertising Association.
Over the past three years, Novak has played a key role in building direct mail's share of advertising spend, presiding over 30 per cent growth to a predicted 14.5 per cent of the market this year.
He also refutes suggestions that the Mail Media Centre will fold. "That's total rubbish," he says. "If anything, its services will be ramped up. Direct mail is now supporting GBP25bn worth of sales, thanks, in part, to its operation."
Media Markets is now being merged with Business and Consumer Markets under group marketing director Paul Rich.
