Beta beats four agencies to win Royal Mail ad account

The Royal Mail is understood to have appointed Beta to its integrated advertising account.

Royal Mail... Beta will handle ads
Royal Mail... Beta will handle ads

Beta scooped the business following a pitch against JWT London, McCann London, MWO and Y&R Brands. Abbott Mead Vickers BBDO, the previous incumbent on the account, declined to take part in the process.

Beta is expected to begin working with the Royal Mail, which spent less than £2 million on advertising in the past year, at the beginning of next month, and will be responsible for leading creative and strategic work to help develop brand communication campaigns.

The agency will work closely with Proximity London, which continues to handle the Royal Mail’s direct marketing account.

A statutory tender for the Royal Mail’s advertising business was first issued at the beginning of June, with pitches taking place earlier this month.

AMV had worked on the account since 2003, and successfully re-pitched for the business in April 2008.

During its time on the account, AMV launched a number of TV campaigns, including a spot featuring a dancing cat to promote a new range of personalised stamps.

However that campaign was now more than two years ago, and the Royal Mail has significantly reduced its advertising spend in recent years as it struggles to combat falling revenue streams.

Last month it was reported that the organisation will be forced to cut 40,000 jobs over the next five years.