Royal Mail’s business division, MarketReach, is trying to snuggle up to agencies by striking a partnership with D&AD, custodians of those Yellow and Black Pencil awards every creative director in the land covets.
The partnership is part of a wider MarketReach campaign to promote creative excellence in direct mail and will see the organisations launch a range of initiatives.
The first strand sees MarketReach sponsor the direct category of the D&AD Professional Awards 2015, taking an active role in encouraging agencies to enter their best work.
Pencil awards have proved highly elusive for direct marketing agencies in the past, so the two organisations will also co-host a call for entries event for key creatives later this month, designed to raise interest in the awards while also addressing the challenges of entry.
The initiative will also lead to a series of articles from key industry figures, entitled “I wish I’d done that”, which will recall great direct mail campaigns that have inspired them.
They will also establish an advisory panel of industry experts including Lida executive creative director Nicky Bullard and Rapp global chief creative officer Ian Haworth, who will determine how to inspire and showcase creativity and raise standards within the direct mail sector.
Commenting on the partnership, Royal Mail MarketReach managing director Jonathan Harman said: “We want to find and promote the best examples of creative in direct mail to inspire us all to raise the bar even higher. We also want to encourage the next generation of creatives by showing them what can be achieved with great direct mail.”
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