TMD Carat victorious in 20m Royal Mail battle

TMD Carat has won the 20m-plus Royal Mail media planning and buying account from a shortlist of three.

Also shortlisted were incumbent Mediavest, which has held the account since 1992, and BMP Optimum. Mediapolis and Zenith also pitched. The review was statutory.

It is believed that TMD Carat won on the strength of its understanding of direct media – its off-shoot division TMD Direct also worked on the pitch.

Royal Mail marketing controller Derek Fairhurst says: “Clients like the Royal Mail are increasingly calling for a more integrated approach to media planning, and agencies will need to respond by positioning all forms of communication, including direct mail, alongside TV, press and outdoor when planning the mix.”

The account covers all Royal Mail divisions, including the 6m postal service business. However, the Post Office’s media planning and buying remains with MindShare.

Fairhurst was appointed to the position of marketing controller with responsibility for all agency relationships in May.

Since then there has been speculation that above-the-line relationship with Bates Dorland is rocky, but Royal Mail denies this.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here