The Omnicom agency already works for the postal operator on the digital account, having run the Royal Mail DM business for a number of years.
The main Royal Mail account – estimated by Campaign magazine to be worth up to £8m, although understood to be much less – is currently up for review. Beta handles the integrated advertising account.
The review covers promoting MarketReach, as well as Royal Mail, using advertising, direct mail, sales promotion, design, strategic planning and any other integrated services.
MarketReach has a crucial role to play in the lead-up to privatisation, pencilled in for the autumn. Boss Jonathan Harman, former Aimia chief, has been charged with turning round the direct mail division, persuading both clients and agencies to return – or even start using – the medium.
For Parcelforce, Proximity London will be responsible for handling business-to-business and business-to-consumer accounts for an ongoing CRM programme and will start immediately. Previously Parcelforce used agencies on an ad-hoc basis.
The division is benefitting from a major surge in parcels, triggered by the rise of online shopping. Late last year, Royal Mail announced an four-year £75m investment in Parcelforce, which will involve the opening of new processing centres in Lancashire, Hampshire and Cornwall.
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