The APG Creative Strategy Awards Shortlist 2009: Royal Mail

Planned by: Craig Mawdsley
Agency: Abbott Mead Vickers BBDO
Brand: Royal Mail
Campaign: Grow


This is an exemplary story of turning a supertanker, of looking beyond what consumers and employees were saying and finding an entirely new positioning solidly grounded in the analysis of business fundamentals.

Royal Mail had been losing ground to competitors following deregulation and e-mail growth. Earlier campaigns had tried to win hearts and minds showing good things about Royal Mail, but showing postmen seemed to trap them in the past.

Planning turned to look at what Royal Mail actually did. Many at Royal Mail felt their customers were the households receiving the letters. An analysis of internal business statistics showed that, although much of the market volume was letters, the value was in fulfilment mail (delivery of goods ordered from businesses). Businesses were the real customers.

By looking in detail at how consumers and businesses interacted with fulfilment mail, a positioning was developed which enabled Royal Mail to portray itself as a business partner. Ultimately, this enabled Royal Mail to be more efficient in its communication, selling a benefit rather than individual products.