The Post Office has appointed Publicis to handle its &£15m advertising account.
The appointment is part of a change in strategy for the Post Office, which involves shifting its focus to above-the-line advertising.
Publicis will create advertising to promote the Post Office’s wide range of products, particularly travel services, network banking, bill payments and government services available through its branches and high street retail outlets.
Joshua has been reappointed to handle the organisation’s below-the-line business.
Eight agencies pitched for the business including Bartle Bogle Hegarty, Saatchi & Saatchi, CDP and Leo Burnett. Brand development agency Marketplace was appointed last year to create a new identity for the Post Office.
Head of brand marketing Deborah Maxwell says: “Publicis and Joshua will be working with us to deliver the Post Office’s key business objective of becoming a top ten UK brand within five years.”
The appointments come just days after the Post Office changed its corporate identity to Consignia. Services will continue under its brand names, the Post Office, Royal Mail and Parcelforce.
The Consignia brand will be seen principally by businesses and international customers in the financial services, telecommunications, home shopping, utilities, advertising and marketing sectors, which account for &£2.5bn of the company’s annual turnover.