OMD UK scoops Royal Mail brief

OMD victorious following lengthy pitch process as Carat, the ten-year incumbent, loses £18m account.

Royal Mail has appointed OMD UK and its sister agency WWAV Rapp Collins Media to handle its £18 million media planning and buying account.

The appointment is a blow to Carat, the incumbent of ten years, which had been expected to retain the business.

OMD, which pitched alongside WWAV against Carat, PHD and MediaCom, won after a procurement-led process that started last autumn.

Agency sources suggest that Carat was told last week that it would be losing the business. As Campaign went to press, Royal Mail was still claiming that it had yet to make a final decision about a winner. However, OMD was in final contract negotiations.

In addition to media planning and buying, the four-year contract also includes communications planning across Royal Mail's direct marketing and sales promotion, as well as campaign analysis. Spend will be between £75 million and £100 million over the four-year period, according to the Royal Mail tender document. It is expected that WWAV will provide resources on the data side of the brief.

Royal Mail's creative agency, Abbott Mead Vickers BBDO, is unaffected by the review. Last week, Royal Mail Group hired Mother to handle advertising for the Post Office.

Nobody at OMD UK or WWAV was available for comment.