Royal Mail to review digital ad business

LONDON - Royal Mail is gearing up for a review of its digital account, currently held by Proximity London.

The review is statutory. Proximity, the incumbent, has been notified and is expected to be involved. The account goes out to tender in the next month, and the pitch will take place in the autumn.

The business up for pitch includes digital strategy, online advertising, website design and customer communications to support below-the-line activity.

Proximity won the Royal Mail business in July 2003 following a three-way pitch. It already worked on the DM, which it won earlier that year from OgilvyOne, alongside its sister agency Abbott Mead Vickers BBDO. Proximity recently created a website that allowed consumers to personalise their stamps and, in September, it created an online campaign to support advertising by AMV about the deregulation of the UK postal market.

The campaign featured banner ads that turned into objects associated to the website on which they appeared. On travel sites they turned into aeroplanes, while on sports sites they turned into rugby balls that sailed through goalposts. The ads clicked through to further information about what deregulation means for business.

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