Agency: Bates UK | Author: Nick KojeyStrauss, Becky Taylor Wilkinson |
How advertising can reposition an entire industry
Royal Mail 19962002
Introduction
The client is Royal Mail, the mail carrier in the UK. But because Royal Mail is for all intents and purposes a virtual monopoly, the 'client' is also mail as a medium.
Can advertising defend mail against competitive threats? And can advertising have a longterm impact on the mail business? For that matter, can...