The controversial Preference Service has handed its pounds 1m
launch advertising business to Royal Mail roster agency Barraclough Hall
Woolston Gray, fuelling speculation that Royal Mail is set to make a
pounds 10m financial commitment to the Postal Preference Service (PPS),
alongside the Dutch Post Office.
The company, which has been partnered by Royal Mail during testing of
the PPS, is planning a major through-the-line campaign, including DRTV
activity, to raise awareness of its offering.
BHWG was hired to the task after a four-way pitch against Claydon Heeley
Jones Mason, WPP-owned Conquest and Clark McKay & Walpole. Media
planning will be handled by BHWG’s sister shop, Prager and Partners.
The PPS brief has created a storm of controversy within the DM industry,
with agencies divided over the efficacy of the service and Royal Mail’s
proposed involvement. A number of lifestyle data agencies are likely to
report Royal Mail to the Office of Fair Trading if it proceeds.
BHWG is also expected to handle launch activity for e-mail and WAP
preference services, to go live next year (Marketing, August 24).
This article was first published on Marketing