EXCLUSIVE: Brand agency Interbrand has been appointed to a project for Australia Post after a two-way pitch.
Interbrand would not confirm the exact brand project it is undertaking, but the appointment comes as Australia Post faces a monumental business model challenge.
The mass migration of consumers away from written letters towards digital forms of correspondence has had a significant impact on Australia Post.
In the 2009/2010 financial year, letter volumes sank 4.2%, while a 3.7% drop in 2010/2011 cost the company $91 million.
While the trend has had a negative impact on letter volumes, the online shopping boom has led to significant growth in parcel volumes, which soared 10% in 2010/2011. The growth in parcel volumes boosted profit after tax by 168% to $240 million in the last financial year.
To deal with an increasingly digital world, Australia Post developed a ‘Future Ready’ plan in 2010, which has already delivered an iPhone and iPad application and an integrated ‘click and send’ service with eBay.
Australia Post general manager of marketing and customer experience John Moore told AdNews: “We are not in any way re-branding Australia Post. We are working with Interbrand on a series of projects that relate to existing and new product initiatives.”
The overhaul of the business has been bolstered by agency changes made last year, with the re-appointment of Ogilvy Melbourne to the creative business and Clemenger BBDO Melbourne to the direct marketing account.
This article first appeared in the 10 February 2012 edition of AdNews. Click here to subscribe for more news, features and opinion.
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