£7M UK slice of German postal company account up for grabs

Deutsche Post World Net, which owns the Deutsche Post and DHL brands, is reviewing its E150m (&£99,000) global media buying and planning which is split between Mediaedge:CIA and Carat.

In the UK, the business is worth about &£7m and handled by Vizeum, which, like Carat, is owned by Aegis. Carat handles rival Royal Mail’s UK media buying business.

The incumbents will repitch for the business, along with Initiative Media, Mediaplus and Starcom Media-vest. The decision will be made this autumn and will be led from the company’s German headquarters.

A Deutsche Post spokesman says: “The purpose of the budget tender is to make media planning and buying more efficient.”

Deutsche Post World Net generated more than E40bn (&£26bn) last year. It is one of several companies developing rival services to Royal Mail as part of the deregulation of UK postal services.

Last year Deutsche Post World Net launched an &£89m campaign to publicise its global rebranding of its parcel, express and logistics businesses under the DHL umbrella. It created a movie trailer-style television campaign to demonstrate the fast-paced and dynamic nature of its industry. The ads were created by German agency Jung von Matt, and were adapted for key local markets by Ogilvy & Mather.

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