Royal Mail appoints three agencies to £6m direct marketing account

Royal Mail has appointed Ogilvy One Worldwide, Joshua and Barraclough Hall Woolston Gray to its &£6m direct marketing account.

Craik Jones Watson Mitchell Voelkel and Lowe Direct also pitched for the account.

Royal Mail has previously employed direct marketing agencies and was keen to create a formal roster to work across all its divisions. These include the consumer services, special delivery and stamp services, direct mail, mailsort and response services business divisions.

The roster agencies will work with Royal Mail’s above-the-line ad agency Bates UK and media agency Carat.

The appointments come during a time of increasing competition in the sector. At present, the Royal Mail delivers all letters and parcels in the UK costing less than &£1. But Trade and Industry Secretary Stephen Byers has set up a regulator, the Postal Services Commission, to review the case for reducing its monopoly.

The Post Office Counters, a subsidiary of the Royal Mail, faces a massive loss of revenue over Government proposals to pay benefits – normally collected over the Post Office counter – directly into bank accounts.

About 37 per cent of Post Office network’s turnover comes from benefits-related business, although for some offices it can be as much as 80 per cent.

Latest from Marketing Week


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