Royal Mail appoints Proximity London to handle all its interactive marketing
Royal Mail is consolidating all its interactive activity through a single agency as it works to transform its business.
Proximity London has been appointed as Royal Mail’s sole agency for the next three years, following a pitch that shortlisted four agencies.
Ogilvy Interactive was previously Royal Mail’s lead agency.
The appointment sees Proximity London taking responsibility for Royal Mail’s digital strategy, online advertising, emarketing and the redesign of royalmail.com.
Last month it was appointed as Royal Mail’s lead below-the-line agency. This was part of the selection of an Omnicom Consortium, including Wolff Olins and AMV, to work on new branding and above- and below-the-line advertising.
According to John Baker, head of digital services at Proximity London, the appointment will enable a more efficient flow of information and concepts with a higher level of integration. “You have a single conversation above the line, in the mail, through press and poster and online; integrated creative concepts with a single strategy,” he said.
Head of interactive marketing at Royal Mail Steve Sefton said it was a combination of strong solutions and Proximity’s connection with Omnicom that influenced the final decision.