Royal Mail International is ploughing an estimated pounds 150,000 into a
PR campaign across Germany, France and the Netherlands as it intensifies
its assault on Europe’s pounds 1 billion-plus business mail market.
Stephen Davie, the company’s international PR manager, confirmed he has
hired three agencies: PR Partner in Stuttgart; recent start-up Akka in
Paris and Hollander GCI in Amsterdam.
Each of the appointments is thought to be worth around pounds 50,000 in
They follow a rigorous selection process involving detailed credentials
presentations, on-site visits to agencies and a final pitch in London
two weeks ago to which six agencies were invited - two from each
country. The unsuccessful agencies were: in Germany, Leipziger und
Partner; in France, Information et Entreprise; and in the Netherlands,
Royal Mail International earns some pounds 20 million a year from
business mailings in the US. Davie declined to put a figure on its
earnings in Europe, where it competes with national post offices and
courier companies such as TNT and DHL, but said the company aimed to
increase its share of the market significantly by the year 2000.
The PR appointments were, he said, an attempt to ‘broaden our marketing
with PR communications to the trade and selected audiences’.
He added that the company had chosen local agencies rather than an
international network, because of their ‘sharper response to the
marketplace’. Although the primary purpose is for pro-active marketing
support, the agencies will also respond to corporate issues such as the
strike at Royal Mail in the UK.