The Post Office’s chief marketing officer Pete Markey says the organisation is setting up its own in-house agency after bemoaning agencies which claim “we can do it all”.
Speaking at Advertising Week Europe the former RSA and More Th>n marketing chief said the decision was designed simplifying the focus for its existing agencies, which include DLKW Lowe and Mindshare.
He said: “My remit covers everything from customer experience and digital to all advertising campaigns. I’ve not yet found a solution that can cover everything I need. There isn’t an agency that can do great in-branch collateral for me and great content.”
Markey added: “I have some media partners that want to talk to us directly as a brand which I’m open to. But I don’t want to be stopped from talking to media agency owners as well.”
He claimed the move has been triggered by past experience of agencies overselling themselves. Markey added: “A media agency suddenly says, ‘I can do your social media’. Can you? You get this strange blurring of ‘we can do it all’. Hasn’t there got to be a specialist in what [agencies] do? I’m yet to see an agency that can do it all and do it brilliantly without losing focus somewhere,” he said.
Perhaps unsurprisingly, given its complex nature, there was no mention of taking the Post Office data account in-house. Last year, the organisation appointed Rapp, CACI and Aimia to share its £10m data analysis account, while Medialab picked up the £1m brokerage business.
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