Postal service watchdog looks for agency to run £1m ad campaign

Consumer postal services watchdog Postwatch is planning to run a consumer brand awareness campaign and is looking for an ad agency to handle the business.

Postwatch held initial talks with Consignia about running a brand awareness campaign in post offices, but the plan was aborted.

The body, which launched in March, aims to protect, promote and develop the interests of consumers following the deregulation of the postal service on March 26.

Its spokesman Andy Frewin says: “Despite a successful launch, awareness of what we do is zero.” A budget for the campaign has yet to be confirmed by the Department of Trade and Industry, which funds Postwatch, but Frewin expects it to be at least &£1m.

The campaign is likely to contain direct response elements as well as brand awareness.

Frewin says Postwatch’s decision to advertise was triggered in part by “sluggishness” on the part of Consignia, and adds: “We’ve been talking to Consignia but, to be blunt, it hasn’t played ball.”

He says the bodies were unable to come to an agreement over placing posters in post offices and putting the watchdog’s number on complaint forms.

Consignia says that it has complied with rules laid down by Postcomm, the industry regulator.