Royal Mail – Grow

Craig Mawdsley, Adrian Hoole, Nick Keppel-Palmer and Tania Harwood

Royal Mail is one of the UK's best-known brands, but has also recently faced two sizeable challenges.

Royal Mail – Grow

AMV BBDO

SUMMARY

Royal Mail is one of the UK's great brands, but has recently faced huge challenges.

  • The introduction of competition, taking away 20% of the market.

  • The growth of the internet breaking the link between economic growth and mail volumes.

Through analysis of the business, we were able to discover that the true value was in 'fulfilment mail' and the benefit of this to business was 'growth'.

This helped us to our new positioning statement – “growth solutions for better business” and our aspiration to become a partner for business growth.

There are promising...

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