Royal Mail

Campaign in 1999 by Bates UK for Royal Mail. Objective: demonstrate RM services to top 100,000 business customers.
Agency: Bates UKAuthor: Catriona Tate

How Planning Helped Royal Mail Mean Business

BACKGROUND: THE NEED FOR A STEP CHANGE

Royal Mail is one of the unsung successes of British business. More efficient than many of its global counterparts, it delivers a staggering 75m mail items a night, 86% of which is business mail (by business mail we mean anything from bills and orders to direct mail or magazine subscriptions). Despite providing UK plc's business oxygen, Royal Mail is rarely considered a 'business' provider.

As a major source of Treasury revenue, it is fortunate that business mail volumes...

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