The U.S. Postal Service, cutting its ad agencies from four to two, has awarded its general advertising contract to Campbell-Ewald, Detroit. Direct marketing will be handled by Draft Worldwide.
Campbell-Edwald and Draft Worldwide will a single entity, which will be totally dedicated to the Postal Service account. Campbell-Ewald will be the lead creative agency and the team will be based in the agency’s Detroit headquarters.
The new advertising will include direct mail, but no plans had been finalized at deadline. The budget is under $100 million, said USPS spokesman Gerry Kreienkamp.
The four previous agencies were Leo Burnett USA, FCB, Frankel and Grey Advertising.
Campbell-Ewald was selected after a three-month review that began with 21 agencies.
“The major goal of the solicitation process was to consolidate responsibility in a single agency instead of spreading work over four agencies as we had been doing,” said USPS advertising manager Larry Speakes, in a statement. That will provide continuity across all aspects of our account and result in substantially reducing costs.”
In addition, three multi-cultural agencies– Bravo, Chisom-Mingo, and Asian Partners –will continue working for the USPS.
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