Royal Mail MarketReach’s agency Lida has pulled more than a few strings for the latest Mailmen campaign, enlisting M&C Saatchi co-founder Lord Maurice Saatchi and former group CEO Lisa Thomas to lead the line up of new faces.
Lord Saatchi and Thomas – now global head of brand and managing director of Virgin Enterprises – are joined by RBS chief marketing officer David Wheldon, Sapient CEO EMEA & global chief strategy officer Nigel Vaz, and Starcom boss Pippa Glucklich.
Each bring their unique point of view on the power of direct mail and the role of physical communication.
The campaign was developed by Lida chief creative officer Trefor Thomas, with media handled by MC&C. Seamus Ryan was the photographer. It will run across press, digital and social, with direct mail and email to the UK’s top advertisers, agencies and influencers.
Since the launch of Mailmen, in January 2015, Royal Mail MarketReach 12 industry and business leaders have appeared in the campaign, alongside 15 thought leaders.
Royal Mail MarketReach is also launching two new free online resources on www.mailmen.co.uk to help businesses get the most from their investment in mail.
The new Mail ToolKit offers free market intelligence. Resources are grouped around four themes: adding mail to the mix; maximising audience relevancy; building your brand; and delivering a commercial return.
The postal operator claims the Mail ToolKit includes useful facts, case studies, insight reports and ‘nickable’ PowerPoint slides that can help improve the overall performance of a marketing campaign.
It also includes a new audience-based planning tool, the Insight Engine. which it is claimed enables agencies and brands to plan a campaign that includes mail based on audience demographics or lifestage groups. It supports agencies and brands in planning a campaign by equipping them with campaign-specific insights to make mailings more effective.
Royal Mail MarketReach managing director Jonathan Harman said: “We have a phenomenal line-up of Mailmen to take part in this campaign about effectiveness. We have created the Mail ToolKit to make it easy for marketers to get their hands on facts, figures, case studies and the inspiration they need in order to get better returns from their investment in mail.
“Our new Insight Engine sits within the ToolKit and enables marketers to understand both how their particular target audience uses different types of mail and how to conceive a mailing that will resonate with that audience.”
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