Consignia is to call a review of its £30 million media
planning and buying business for the Royal Mail and Parcelforce
The statutory review is expected to begin next month ahead of a new
contract that will be awarded to run from April 2002 for two years. The
incumbent is Carat.
The move follows a recent decision by Consignia to pull its media
strategy and planning business for the Post Office out of Carat. It
appointed Optimedia to work for the Post Office ahead of its recent
return to TV advertising. An appointment on the planning and buying is
likely to be made by early next year.
Carat has handled Royal Mail's account since 1997, when it won the
business in a pitch against OMD UK and the incumbent, MediaVest. The
account involves a large degree of direct response advertising.
Royal Mail's creative is handled by Bates UK, with Lowe Lintas creating
ads for Parcelforce Worldwide.
Publicis is the Post Office's ad agency and created the recent ads using
business people, such as Richard Branson, to highlight the Post Office's
range of services.
The review comes as Royal Mail attempts to diversify in order to reverse
its profits decline. It recently launched the Postal Preference Service,
a consumer lifestyle survey that will enable it to move into selling
customer data. It is also buying direct mail service companies and
launched a consultancy service for advertisers with advice on how to use
direct response media.