APL scoops 3m account for Parcelforce Worldwide

Ammirati Puris Lintas has won the Parcelforce Worldwide creative account after a pitch involving ten-year incumbent J Walter Thompson and Bartle Bogle Hegarty.

The account, understood to be worth 3m, represents a major increase in expenditure for the Post Office-owned parcel carrier, which spent only 250,000 on advertising last year.

APL will produce a press, poster and radio campaign for the UK.

Chris Thomas, chief executive at APL, says: “Parcelforce Worldwide is a great brand with whom we have built a strong relationship through our strategic thinking and creative approach.”

The Post Office says work is not expected to include the new parcel carrier German Parcel, which it bought this month for an undisclosed sum. The Frankfurt company, which has annual sales of 250m, was bought amid controversy over lack of public information on the deal.

Parcelforce Worldwide marketing director Tony Boyle says: “Initially the work will be building awareness of the Parcelforce brand in the UK. It is too early to say what our long-term plans will be following the acquisition.”

The Post Office has shortlisted a number of agencies for its 50m creative review, and pitches are expected to last until March.

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