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Post Office hunts agency to position it as more than a mail delivery service

Post Office set to review marketing in order to promote services

The Post Office is looking to refocus its marketing strategy to become more customer-centric and persuade the public to use it for more than just mail services.

The organisation now hunting an agency which will help it “ensure the Post Office matter as much tomorrow as it does today”, according to a tender document seen by The Drum, with a number of key market ambitions set out. Firstly, it wants to remain number one in letter and parcel, to build its position as a relevant alternative to financial services and telecoms, to be the main provider of cash services and remain the lead business for travel money and to lead the market for digital identity services.

The tender document also states that the Post Office wishes to “move away” from promotionally-led product communications in order to extend service awareness beyond mail through fewer, but larger-scale campaigns while also strengthening its digital offer.

In 2017/2018 it spent £1.4m on creative and £400,000 on creative production costs and another £400,000 on studio productions. The latest budget is forecast to be £2m for the year. The retail design budget, which during the last contract cost between £100,000 and £350,000 will be capped at £275,000 for 2018/2019.

The overhaul is being led by recently installed chief marketing officer, Emma Springham who joined in September from Royal Mail.

The lead creative agency, once appointed, will work alongside Carat, the current media planner and Manning Gottlieb, the media buyer. MullenLowe is the current lead creative agency while the in-house creative agency installed by former chief marketer, Pete Markey, is also still in operation.

Also revealed is the Post Office’s current undertaking of the creation of a new content strategy to join together campaign content, while new brand guidelines were delivered earlier this year by MullenLowe.

Pitches for the contract are set to take place on 17 January with the new contract beginning on 1 April. The winner will be notified on 7 February.

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