Post Office is changing to become modern and relevant, says marketing chief

Post Office: marketing chief wants to make brand modern and fresh
Post Office: marketing chief wants to make brand modern and fresh

Post Office kicked off a new ad campaign last week for its money service, as it unveiled plans to become a top five financial services provider by 2020.

Speaking to Marketing, marketing chief Pete Markey said the business was focused on reminding the 95% of Brits who visit a Post Office that "the business is changing".

"What’s great is I’ve come in at a time where we’re strengthening the customer experience," he said. "95% visit a Post Office but some of those are infrequent, so part of the re-evaluation is to show how the business is changing."

Markey, who joined the business from RSA in May, said the marketing strategy was focused on wrapping all of Post Office’s services into one brand.

"Some consumers don’t know what we do, there’s a range of services. What the Post Office money campaign does is show a unified service."

"We do mortgages, car insurance, current accounts, even putting a stamp on a card is important for a birthday. We’ve being doing financial services for over 100 years; we need to remind people of that."

The Post Office has drafted in Peep Show actor Robert Webb as the star of its latest campaign, which kicked off last week with an ad titled "unexpected places" that was created by ad agency FCB Inferno.

Webb drops into people’s beds and emerges from couches as he explains what products Post Office Money has to offer in the spot, which is designed to help educate consumers on the brand’s services. Webb first appeared in Post Office’s November ad.

"What we wanted to do is show what the Post Office does…  in a rich, high-energy way," Markey said, adding the language used in the campaign was "fresh, modern and relevant" to help convey brand relevance.

"The other big thing for us this year is data analysis," he said. "We’ve hired James de Souza from Dunhummby, bringing rich experience from Clubcard and we’re already benefitting from how we can better use data." 

"[Over 2015] You’ll see really strong brand work from us – much more a representation of how the Post Office has really changed and put the customer at the heart of the business."

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