AusPost splits creative in two for red and blue brand push

Rachael Micallef
By Rachael Micallef | 4 December 2014

Australia Post has split its creative account in two as part of a broader brand push that will see it push separate brand identities for two distinct arms of the business, AdNews understands.

The move follows Australia Post's acquisition of freighting company StarTrack in 2012, when it bought out Qantas' 50% stake. It's thought that AusPost is dividing the business between its consumer mail business and the freighting service offering with the two halves of the split business being referred to internally as 'red' and 'blue'.

Red refers to the Australia Post mail side of the business, while blue refers to the StarTrack freight business.

The account has been split between Clemenger BBDO Melbourne and GPY&R with Clemenger taking on the 'blue' side of the business that refers to its courier service and GPY&R taking on the red side of the business which will comprise its retail and communication services.

Both agencies have been working on projects this year, but a bigger branding push is expected to roll out next year as AusPost looks to drive the brands. It’s understood that Ogilvy will continue to work with AusPost on retail projects.

Clemenger BBDO Melbourne has held the main creative account for Australia Post since 2011. It has won a slate of awards for its work with the brand, including a nomination for a D&AD pencil for its “Australia Post Video Stamp” campaign.

GPY&R was appointed to Australia Post's agency roster last year. The agency recently led the creative work for Australia Post's “Declare your Independence” campaign released in January and for its improved parcel delivery service which was released earlier this month.

Australia Post moved its media account this week from UM Melbourne to Mitchell & Partners as a result of the Federal Government's master media account making the same shift earlier this year. The AusPost account moved without a pitch.

Australia Post is coming towards the end of a five year transformation plan to modernise the business led by CEO Ahmed Fahour.

In June, the Australian Financial Review reported that Fahour was splitting the business into two arms, red and blue, with 900 jobs being axed as part of a restructure designed to drive efficiencies.

In May, Australia Post renamed StarTrack Express as Blue Post StarTrack and renamed its Messenger Post Couriers service to StarTrack Couriers, merging the operations of the two businesses.

For more news:

Australia Post switches agencies

Parcels: where you want them, when you want them

Gifts for dads from AusPost and Darrell Lea

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