Post Office ants to get marching orders

The Post Office is axing the animated family of ants from its advertising after appointing Mother to handle its £20m above-the-line account.

The ants were created by the company’s previous agency Publicis to show how the Post Office’s over-the-counter services make customers’ lives easier. But it is thought that Mother’s first campaign for the brand later this year will take a completely new direction.

Mother declined to comment on the future of the ants as Marketing Week went to press, while a spokesman for the Post Office says: “We are exploring new ideas with Mother but it is too early to say what will happen to the ants.”

Mother was appointed to handle the business this week, as exclusively revealed on marketingweek.co.uk, following a final pitch againstthe DDB London and Grey London agencies.

The Post Office called the review in January, less than a year after reappointing Publicis in a statutory review. The move followed the appointment of Alan Cook as managing director and Gary Hockey-Morley as marketing director last year.

The previous review had been overseen by acting sales and marketing director Simon Carter but he left to join up with Thomas Cook soon after Hockey-Morley was handed the top job at the Post Office (MW October 26, 2006).

The most recent review, which was handled by The Haystack Group, did not affect Joshua, which was also reappointed to the Post Office’s roster last year, or Carat, which handles the brand’s media planning and buying.

Latest from Marketing Week

Tesco, M&S, Just Eat: 5 things that mattered this week and why

m&s

M&S chief outlines digital-first strategy after profits plummet Marks & Spencer (M&S) is gearing up for a digital-first future, after its revealed on Wednesday (23 May) that profits had dropped a massive 62.1% to £66.8m compared to the previous year. A day earlier, the struggling retailer confirmed it will close more than 100 stores over […]

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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 customerservices@marketingweek.com

If you are looking for our Jobs site, please click here