BHWG picks up ‘junk mail’ opt-out service

The Royal Mail’s controversial new company, the Postal Preference Service, has appointed Barraclough Hall Woolston Gray to handle the full service advertising campaign for its launch.

BHWG will create an advertising campaign to promote the company’s direct mail opt-out service.

The appointment was made by Jackie Duff, PPS’s marketing director, who refused to give details of the media budget. “We have not finalised anything yet, but we are looking at advertising on TV, broadsheets and possibly radio. I would rather not quote figures at this point.”

She says BHWG will also handle media for the time being. PPS plans to send out a questionnaire to more than 24 million households in the UK, asking them what they want to receive. The service has reportedly cost the Royal Mail £10m to set up. It is due to be launched at the end of October, although no date has been confirmed.

The planned service has caused tensions in the direct marketing industry as it puts profits at risk. Some direct marketing agencies have threatened to complain to the Office of Fair Trading.

BHWG pitched against Conquest, Claydon Heeley Jones Mason and Clark McKay Walpole.

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