Wolff Olins to stamp its idea on Royal Mail

Wolff Olins is to deliver a ‘big idea’ for the Royal Mail’s brand by the autumn, following its appointment to a strategic role with the UK postal service this week.

The group is part of the Omnicom consortium that pitched for Royal Mail’s £60m communications account earlier this year, as the state-owned company moved to slash the number of creative groups on its roster (DW 3 April).

Royal Mail, which last month revealed losses of £559m, is under pressure to improve its fortunes in the face of a newly competitive environment. Regulatory body Postcomm has already awarded mail delivery licences to Deutsche Post and UK Mail, with full deregulation coming in April 2007.

‘Like any company facing changes in its market, we need to react and prepare,’ says a Royal Mail spokesman. ‘It’s vital that we get our brand right.’

Work on rationalising Royal Mail’s roster is expected to begin next month, the spokesman adds.

Wolff Olins consultant director Robert Jones is leading the group’s team.