The Post Office has appointed Medialab to handle its £1m data planning and buying account, part of a wider £11m review of the government-owned organisation’s data suppliers.
Medialab was appointed following a competitive pitch process and will assist with the acquisition of new customers for the full range of Post Office financial products, including mortgages, insurances, travel money and telecoms.
The agency will also be responsible for enhancing the Post Office’s existing customer data.
Medialab group planning director Will Davis said: “We are delighted to be working with the Post Office. It’s an iconic brand with whom we’re proud to be associated. The diverse range of products makes this a fascinating client and we’re looking forward to helping them achieve their ambitious growth targets.”
The Post Office released an online tender for three “expert data analytics companies” – in addition to the account Medialab has scooped – worth £10m back in November. The review was part of a strategy to help it get closer to its customers through the use of advanced data analytics. It has yet to reveal whether it has appointed the other companies to the business.
The company, which now offers a raft of services from home phone, broadband and mortgages to car insurance, travel money and mail, has also started assessing its direct, digital and advertising accounts despite the current contract running until May next year.
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