Pitney Bowes' selection of DigitasLBi as the company’s digital agency represents just the beginning of the company’s effort to consolidate its agency relationships.
Where it has worked with tens of agencies, the Stamford, Conn.-based company plans to continue restructuring its marketing agency partnerships throughout the year, according to Bill Borrelle, Pitney Bowes' svp of brand strategy and integrated marketing communications. Borrelle, who came on board in October from Mcgarrybowen, headed up the extensive search process for an agency without using a consultant.
“The company has changed faster than the perceptions of Pitney Bowes,” Borrelle told Adweek. “We have evolved and we want the world to understand us better. We needed a global agency partner that would help us think as one global company.”
The first work from Publicis Groupe's DigitasLBi is scheduled for the fall. In 2013 the company spent $658,000 on media, down significantly from 2012’s $1 million spend, according to Kantar. Borrelle explained that the company would likely increase its spending again.
The company also tapped global branding agency FutureBrand in January to work on Pitney’s brand foundation. But Borrelle declined to identify any of the agencies it plans to cut loose.