MailMen: Royal Mail MarketReach
Publicis Chemistry
Campaign overview
Spend on direct mail has declined as many brands opt to use digital channels for one-to- one communications. Mail also had an image problem, with some marketers seeing mail as yesterday's medium and Royal Mail as yesterday's brand.
Royal Mail MarketReach began an industry swell of support for advertising mail, using well-known industry figures to persuade more than half of agencies to think again and driving a significant increase in mail volumes.
Strategy
Royal Mail was the wrong spokesman to champion its own medium, so it removed its logo from the campaign....