Postal giant to fund new direct mail industry body

NEWS-1-royal_mailA new free-of-charge industry body focusing on direct mail will provide news, research and case studies for an audience consisting of the UK’s top 3,000 advertisers and 500 key agencies.

Royal Mail will fund the Mail Media Centre (MMC) on behalf of the entire mailing industry in a bid to offer better information, education and help to marketers when they are tasked with choosing their marketing mix.

Antony Miller, head of media development at Royal Mail, says the MMC will be direct mail’s answer to the Newspaper Marketing Agency, the Radio Advertising Bureau and television marketing body Thinkbox. The level of funding is “significant” according to Miller, who suggests it would be in line with the other industry marketing bodies.

Royal Mail says the new body reflects part of its overall strategy. Whereas other brands operating in the direct mail sector, such as TNT and OnePost, are concentrating on their own growth, Miller says that Royal Mail’s strategy is to help grow the entire market.

“The launch of the MMC is in the vein of BT’s Bob Hoskins ‘It’s Good To Talk’ ad all those years ago. It’s about taking the responsibility for market growth,” he adds.

Miller was careful, however, not to mislead expectations on the new body, which launches with a website on March 9.

“This is not an attempt to convince anyone that our medium is the answer to everything. Instead, it answers the question of why you need mail in the mix, why you should consider it every time and how it can boost results.”

Among other things, the website, which can be found at, will feature case studies from a range of global clients with data on how consumers have reacted to their campaigns.

Royal Mail is currently at the centre of a row which has split the Parliamentary Labour Party. Lord Mandelson, supported by the Royal Mail’s pension trustees, faces a showdown with Labour MPs over a plan to part-privatise the company.

Latest from Marketing Week


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


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.


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.


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

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