Parcelforce hands Carat £3m account

Parcelforce Worldwide, the packages and express mail arm of the Post Office, has appointed Carat to its &£3m media account.

Carat was chosen from a shortlist which included BMP Optimum, Motive Communications and New PHD. The agency already holds the Royal Mail media account, although the two organisations are run separately. Carat will initially buy and plan press, poster and radio campaigns in the UK.

Carat will work closely with Ammirati Puris Lintas, which Parcelforce appointed to its creative account earlier this year.

Colin Mills, managing director at Carat, says: “The next few years are important for Parcelforce as the overseas market opens up.

“The brand is not as strong overseas as it could be and advertising will attempt to strengthen it and communicate the changes taking place in the organisation.”

Parcelforce has invested &£100m in a new distribution hub complex at Coventry aimed at improving its service.

John Payne, worldwide head of communications and marketing services at Parcelforce, says: “Carat impressed us with its effective planning, thorough understanding of our needs and its innovative solutions to similar business-to-business briefs.”