Royal Mail has moved its £8m media business away from Interpublic’s UM London to Havas-owned Arena Media in a shakeup that also sees MC&C handle media planning and buying for its direct mail division MarketReach.
Both agencies have been tasked with enhancing Royal Mail’s connection with its business customers across retail and professional services, and to raise its profile with SMEs.
The pitch was run through ISBA and led by Royal Mail’s director of customer marketing, Ben Rhodes.
He said the hiring of the two agencies reflects its ambition to forge a closer connection with its diverse customer group and enhance awareness of Royal Mail services among its business customers.
Specifically, Arena has been tasked with focusing on responsive, real-time marketing for Royal Mail Group including Parcelforce Worldwide, parcels, stamps and collectibles and its data and online marketing services. The agency will handle planning and buying across traditional, social and digital platforms.
The company is a £1bn media owner, the third largest media owner in the UK after Google and ITV, and has previously worked with MC&C – a direct response media agency.
Henry Daglish, managing director at Arena, said: “Royal Mail is at a key moment in its evolution, and as an agency committed to being an agent of change for growth, we’re delighted to be working with them to help the brand change and grow. It is a fascinating business with so much potential that we can’t wait to unlock.”
Royal Mail Group continues to work with Beta for creative services and Publicis Chemistry for its direct marketing, including advertising, design and sales promotion.