Royal Mail has kicked off a review of its digital marketing account – worth an estimated £11m – the bulk of which has been held by Proximity London for over a decade.
The move comes less than a month after the company revealed its new strategy to reverse the fortunes of direct mail and a major part of the digital account will be promoting its new MarketReach operation.
This replaces the Mail Media Centre and includes a new media planning team and tools to work with brands directly. Royal Mail has also struck a deal with with Callcredit to provide enhanced data planning services, while a creative service will offer development and production of direct mail.
A tender has already been issued for the digital roster with the aim of appointing three agencies for a four-year term. Agencies have until the end of August to make their submission for the account.
Each agency will work on a separate piece of the digital business, including digital marketing, covering strategy, design, measurement and creative content; digital DDA, covering coding and compliance; and digital communications, which will include social media and web design.
Proximity first started working on the Royal Mail account in 2003, although the digital business grew out of the direct marketing account. It was reappointed in 2008. TMW and Targetbase Claydon Heeley are also currently on Royal Mail’s digital roster.
In July last year Proximity sister agency AMV declined to pitch for the Royal Mail integrated advertising account following a statutory review. Beta won the business in a pitch against JWT London, McCann London, MWO and Y&R Brands.
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