Royal Mail relaunches media service

Royal Mail is to relaunch its marketing solutions service with additional planning, data and creative tools as it looks to bolster revenue ahead of its sell-off.

market reach

Market Reach, which replaces Mail Media Centre from today (6 July), will target what Royal Mail describes as “large” clients and agencies.

A new media planning team and tools have been introduced to work with brands directly or to produce white label services on behalf of agencies. Elsewhere, a deal has been struck with Call Credit to provide enhanced data planning services, while a creative service will offer development and production of physical direct marketing.

Antony Miller, marketing director for Market Reach at Royal Mail, hopes the offering – the first comprehensive planning to delivery service available, he claims – will boost physical DM’s share of the UK advertising market by “reminding people of the value that physical can offer”.

He adds the suite of services will highlight “the route to digital” by “riding on the coat tails” of online channels, growing at the expense of traditional media such as physical DM. Mail that points customers online, using QR codes for example, or that includes functions such as the digital watermarking will be pushed.

Miller adds the enhanced offering aims to position Royal Mail as a “true media owner”. The Mail Media Centre, he says, “offered clients information but left it up to them to deploy”.

Royal Mail chief executive Moya Greene has been pushing for enhancements to its media services offering since becoming chief executive in 2010 to offset losses in its letters division from declining mail volumes.

The firm is looking for the changes to boost earnings – marketing mail accounts for about 11% of its revenues – ahead of the expected part or full privatisation of Royal Mail by autumn 2013. Group revenue increased 4% in the year to 30 April, largely driven by growth in its advertising mail and parcel divisions.

The launch of Market Reach will be backed by a press, PR and digital campaign this month and next.  

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