M&C nets one-off Royal Mail blitz

Royal Mail has recruited M&C Saatchi to handle a one-off consumer ad campaign in an effort to position the postal operator as a brand for the modern age.
Some reports claim the account is worth £8m, although that is likely to be the entire spend for the campaign, including media – not much of that is likely to go to M&C. The agency saw off competition from Publicis UK, MWO and Mother to land the business.
Publicis’ direct marketing agency, Publicis Chemistry, which has been working with Royal Mail for two years and was the business which devised the ongoing Mailmen campaign is not affected by the appointment. Royal Mail’s main ad account is still handled by Beta.
Mike Colling & Company was hired along with Arena to handle the media account last month.
Royal Mail director of customer marketing Ben Rhodes commented: “With this campaign and the support of M&C Saatchi, our aim is to enhance and modernise our connection with the British public.”
The appointment comes at a crucial time for the postal group; earlier this week Ofcom announced it had kicked off a “fundamental” review of Royal Mail’s operation, including its pricing and its Universal Service commitment following fears that rivals are being squeezed out of the market.

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