Why mail works

Philip Kirk, head of the Media Development Team at Royal Mail, and Graham Spickett-Jones, from Hull University, describe new research designed to provide hard evidence of mail's capacity as a medium to deliver long term value - and make a strategic impact within an integrated plan.

Why mail works

Philip Kirk

Graham Spickett-Jones

Given its coverage, Admapreaders could hardly overlook issues of media-neutral planning and campaign integration. Despite this profile, media neutrality is still partially obscured by a lack of accountability....