Harman has been handed a brief to build Market Reach into a “profitable and sustainable marketing mail business”. Royal Mail has set Market Reach an ambitious objective of increasing direct mail’s share of the UK advertising market.
Royal Mail relaunched Mail Media Centre as Market Reach in July with additional planning, data and creative tools for marketers. Chief executive Moya Greene wants to boost media income to to offset losses in its letters division from declining mail volumes.
Most recently Harman was chief development officer for the EMEA region. Previously he spent six years at Carlson Marketing before it was bought by Aimia and had stints as managing director of WPP’s RMG Connect and Omnicom’s Claydon Heeley.
He replaces Frank Schinella, who has led Market Reach on an interim basis since launch. He will return to his deputy chief financial officer role.