Royal Mail Awards B2B CRM Account to Publicis Chemistry

Royal Mail has appointed Publicis Chemistry to handle its B2B CRM business. The account was awarded without a pitch.

Publicis Chemistry takes on the complete management of Royal Mail's B2B CRM programme which encompasses digital, direct and content marketing. The agency will handle customer communications for Royal Mail business audiences ranging from the UK's biggest businesses and mailers, through to SMEs and marketplace sellers.

Publicis Chemistry is the retained agency for Royal Mail MarketReach. The agency created the Mailmen campaign, which launched in February 2015. The campaign achieved a cut through nearly three times that of the average B2B campaign, as measured by IPSOS to date, with advertisers stating that they are 30% more likely to consider mail as a key part of their marketing strategy after seeing the campaign.

Guy Wieynk, Publicis CEO, UK and Nordics, said: "Publicis Chemistry's increased role builds upon the success of the Mailmen campaign. Royal Mail is an iconic brand and we are very proud to be playing a key role in their evolution and growth."

Ben Rhodes, Director of Customer Marketing Royal Mail, said: "Royal Mail is at an exciting time in the transformation of its business and it is our aim to modernise our communications in line with this. Publicis Chemistry is the agency to help us to succeed in this ambition."