Post Office: The business of change - IPA Effectiveness Awards Case Study 2002

Brief Description: This paper details how advertising helped the Post Office enhance its presence in profitable new markets, achieving a sales uplift of £230m+ on Bureau de Change, representing a volume increase of 80%+ (based on a marketing spend of only £4.1m). Advertising helped prompt both brand reappraisal and product trial, despite difficult trading conditions and negative PR/speculation. Moreover, long-term and manifold effects of advertising have been financially modelled demonstrating further value creation of at least £6.1m (NPV of contribution). ;---(TAGS)--- Full Title: The business of change ; Number: 2002/22 ; Brand Name: Post Office ; Client: Post Office ; IPA_ProductCoding: Utilities (Postal services) ; Retail (Post offices) ; Agency: Publicis ; Author: John Devereux, Sam Dias ;