The Royal Mail (the national postal service of the United Kingdom) has to be part privatised by 2010, and in the run up to this date there is no doubt in my mind that the company is trying to raise its game. (Royal Mail Holdings plc owns Royal Mail Group Limited, which in turns operates the brands Royal Mail (UK letters), Parcelforce Worldwide (UK parcels) and General Logistics Systems. The Post Office Ltd., which provides counter services, is a wholly owned subsidiary).
One innovation I have spotted (and like) is the MMC – The Mail Media Centre. The Royal Mail’s vision is to be “demonstrably the best and most trusted postal services company in the world” and in this regard they seem to be on a big ‘win the hearts and minds’ mission.
And the MMC is a big step in the right direction. Its a cool resource for all direct marketers to immerse themselves in. By showcasing compelling creative and offering expert advice, it is clear they want to inspire excellence in direct mail.
Key contributors include Rory Sutherland, vice-chairman of Ogilvy Group UK, London, Patrick Collister, editor of Xtreme Directory and Amanda Phillips. They also feature expert content from Chris Arnold, strategic & creative director of Symple, Darren Burnett, head of data planning, Elvis, Mike Colling, managing director of Mike Colling & Company, Steven Day, director of UK Changes, Tim Dunn, head of marketing services at Mobile Interactive Group (MIG), Caroline Kimber, head of data planning at Stephens Francis Whitson, Jane Pritchard, head of strategic planning at Tullo Marshall Warren, Clare Taylor of Clare Taylor Consulting UK, coupon company Valassis, and Chris Whitson, planning director of Stephen Francis Whitson. Plus, they have made available selected content from an award-winning Redwood Publishing title - Contact magazine.
That’s some team sheet!
Yes the devoted online marketer will no doubt shout me down (“if you’re not with me, you’re my enemy” lol), and yes there is lots going on in online media that is down right impressive; but when used appropriately traditional direct mail still has a role to play in the marketing mix.
Don’t discount traditional direct mail just yet. It can still be very innovative and very effective when used well.
If you are going to take a peek at the MMC, if I were you I’d head straight to the Creative Showreel. Then take a look at their Knowledge Centre, Case Studies, Research, Facts & Figures, and the other Useful Tools.