NEW YORK: Foote, Cone & Belding has won an additional assignment from the United States Postal Service to create a campaign for Global Priority Mail, client officials said last week.
Sources said the project is worth about $20 million in billings.
Young & Rubicam, New York, is the lead agency for the Postal Service and handles the client’s Global Priority Mail service. FCB here, however, has been handling the Priority Mail domestic account since January 1996.
Roxanne Symko, the Postal Service’s advertising manager, said FCB will break a campaign in January that trades off FCB’s current Priority Mail tagline, “What’s your priority?” The revised tagline will be: “What’s your global priority?”
The work will include a TV commercial, print ad and radio spot.
FCB has been infringing on Y&R’s Postal Service account since 1995, when it won the specialty stamp account from the latter. A year later, FCB picked up the domestic Priority Mail account from Y&R.
Symko said the new assignment does not represent a loss for Y&R. “Y&R is keeping global delivery service. FCB is not getting any portion of it other than to execute three creative spots.” Executives at both Y&R and FCB declined comment.
Y&R has touted Global Priority Mail service in a series of ads themed, “If I ran the Post Office ” The tagline is: “We deliver.”
Industry reports have said the recent United Parcel Service strike helped establish Priority Mail as an acceptable alternative for business-to-business mailings.