Royal Mail picks branding chief

Former Lloyds TSB man to oversee Royal Mail’s £40m marketing budget

Royal Mail has appointed former Lloyds TSB marketer Paul Troy as its new director of brand and communications.

The role has been created by business and consumer markets managing director Gillian Wilmot as she focuses on innovation. Troy will report directly to Wilmot.

Troy, who takes up his post at the end of June, will oversee the Royal Mail’s &£40m marketing budget and is charged with making the most of the Royal Mail brand.

He was previously European brands director for Cadbury Schweppes, before moving to Lloyds TSB to become brand communications director. Troy then headed the marketing team for Lloyds’ European Internet bank.

Last July, Troy joined mobile Internet services company Sonera Zed, owned by Finnish telecoms company Sonera, as global vice-president of marketing. He left in November by mutual agreement.

The Royal Mail says it is unknown whether Troy will call a review of the company’s agency roster.

Royal Mail has announced the launch of a pilot scheme, aimed at supporting direct marketing providers.

Royal Mail will collate research, case studies, promotions, ideas and direct mail samples, which it will provide to agencies. It will also give advice on which mailing house to use.

Agencies Mail Marketing International and K2 Direct are both involved in the project, which is expected to last six months.

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