Agencies vie for MarketReach brief

Mailmen ads fuel direct mail revival (2)Royal Mail MarketReach is looking to appoint a roster agency to handle the next phase of its Mailmen campaign, two years after Publicis Chemistry was first appointed to devise the activity.
Chemistry, which was appointed in June 2013, will continue to work on MarketReach’s customer marketing and CRM business, while its roster agencies will battle it out for the chance to take the campaign forward.
Beta handles Royal Mail’s advertising and TV work, while a number of other agencies also work for MarketReach, including Tangible and Proximity London. With M&C Saatchi and Havas’ owned Arena also having recently being appointed, Lida and Havas Helia could also be in the frame.
MarketReach boss Jonathan Harman said: “[We have] agreed with Publicis Chemistry that we will move the creative account elsewhere on our roster and we’re exploring options now.
“We remain incredibly proud of the work that we did together for MarketReach and wish them every success in the future.”
The Mailmen campaign was unveiled in January this year and promotes MarketReach’s in-depth research programme, The Private Life of Mail. The company hailed the study as an “unprecedented insight into the role of mail in people’s homes, hearts and heads”.
A range of leading research partners were involved in the creation of study, including BrandScience, Media Native, Decode Marketing, Neuro-Insight, Peter Field, Quadrangle and Trinity McQueen.
The campaign was endorsed by Saatchi & Saatchi Fallon Group worldwide chief executive Robert Senior, MediaCom CEO Karen Blackett, Poke founder Nik Roope, The Sun’s sales and marketing director David Robinson, and former M&C Saatchi executive creative director Elspeth Lynn.

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