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.