Marketing Leaders Join Royal Mail Market Reach Campaign

Keith TrigwellNews

MAILMEN: MARKETING LEADERS JOIN ROYAL MAIL MARKET REACH CAMPAIGN

  • Marketing industry leaders have joined forces with Royal Mail MarketReach for a campaign to demonstrate that mail has a vital role to play in the today’s digital world and continues to be a powerful weapon in the marketer’s armoury.
  • Royal Mail MarketReach, the third largest media owner in the UK, is today (28 January) launching the “MAILMEN” campaign, combining digital, press, OOH and direct mail
  • The campaign is endorsed by five influential industry leaders: Robert Senior, Worldwide CEO, Saatchi & Saatchi Fallon Group; Karen Blackett OBE, CEO MediaCom; Nik Roope, Founder, Poke; Elspeth Lynn, Executive Creative Director, M&C Saatchi and David Robinson, Sales and Marketing Director, The Sun
  • The campaign, targeting clients, media planning and buying agencies combines digital, print and direct mail, and promotes Royal Mail MarketReach’s in-depth research programme, The Private Life of Mail
  • The 18-month research programme brings together unprecedented insight into the role of mail in people’s homes, hearts and heads, plus the impact this has on advertisers’ ROI

Marketing industry leaders have joined forces with Royal Mail MarketReach for a campaign to demonstrate the vital contribution mail makes to advertising success.

Royal Mail MarketReach, the third largest media owner in the UK, is today (27 January) launching the “MAILMEN” campaign.

The campaign, by Publicis Chemistry, is endorsed by five influential industry leaders: Robert Senior, Worldwide CEO, Saatchi & Saatchi Fallon Group; Karen Blackett OBE, CEO MediaCom; Nik Roope, Founder, Poke; Elspeth Lynn, Executive Creative Director, M&C Saatchi, andDavid Robinson, Sales and Marketing Director, The Sun. The campaign includes the following ad lines:

“Charming. Persuasive. Motivating.  And for once I’m not talking about myself,” Robert Senior, Worldwide CEO, Saatchi & Saatchi Fallon Group.

“After 20 years planning TV I’ve discovered a new channel,” Karen Blackett OBE, CEO, MediaCom.

“On your 100th birthday, you’d be disappointed if the Queen only sent you an email,” Nik Roope, Founder, Poke.

“A great idea can come from anywhere including through the letterbox,” Elspeth Lynn, Executive Creative Director, M&C Saatchi.

“If there’s a better way to talk to people, I’ll eat my hamster,” David Robinson, Sales and Marketing Director, The Sun.

The campaign, targeting clients, media planning and buying agencies, creative agencies and marketing decision-makers at the top 3,000 advertisers, combines digital, press and OOH,  and direct marketing including staged direct mail and emails, and promotes Royal Mail MarketReach’s in-depth research programme, The Private Life of Mail.

The 18-month research programme brings together unprecedented insight into the role of mail in people’s homes, hearts and heads, having looked into:

  • People’s homes to investigate mail’s journey and longevity in the home
  • Consumer’s hearts to discover the emotional connections that are triggered by mail’s tactility
  • People’s heads, using the latest neuroscience techniques to discover the impact mail has on the brain

The direct mail being posted to around 14,000 marketers and agencies contains key findings from the research that make the case for mail as an essential part of any campaign. The full research report can be downloaded from www.mailmen.co.uk.

The campaign creative and strategy was developed by Publicis Chemistry. The Executive Creative Director was David Prideaux.

A range of leading research partners were involved in the creation of The Private Life of Mail, including: BrandScience; David Brennan (Media Native); Decode Marketing; Neuro-Insight; Peter Field; Quadrangle and Trinity McQueen.

Jonathan Harman, Managing Director, Royal Mail MarketReach, said: “We are pleased to have marketing industry leaders join forces with us to demonstrate the vital role mail plays in the today’s digital world

“In today’s rapidly transforming media landscape, brands and consumers are communicating in more diverse ways than ever. Over the last 18 months, we have conducted a series of research projects to understand exactly what that means for consumers and what it means for advertisers. It is an unprecedented look at what happens to mail when it enters the home which is why we have called it, The Private Life of Mail.”

Publicis Chemistry’s CEO, Mike Welsh, said:  “Mail has fallen out of fashion but the digital revolution has created a new and vital role for the medium. 18 months of research have proved that consumers engage and value mail more than ever – and this has given us a fantastic story to provoke a re-appraisal.”  January 2015