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USPS Brings a New Campaign

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The United States Postal Service, which is in the midst of a consolidation that could cost Leo Burnett its portion of the account, is launching a campaign from the agency with a tagline that's expected to remain regardless of the review's outcome.

The campaign is tagged "Brought to you by the United States Postal Service." It breaks today with a TV spot that shows a high school boy receiving an acceptance letter from the University of Arizona. "The next four years brought to you by the United States Postal Service," says a voiceover.

That spot will air for six weeks and be followed by print ads.

A major campaign aimed at small businesses kicks off April 15 under the same tagline, with a full range of media as well as multicultural components.

In January the USPS began a review to consolidate four pieces of its estimated $100 million account. Burnett is lead agency for strategy and creative. Foote, Cone & Belding in New York handles direct advertising. Frankel handles in-store and point-of-purchase materials.

Burnett's previous campaign, tagged "We're everywhere so you can be anywhere," was scrapped following Sept. 11 and the ensuing anthrax scares because officials thought it didn't have the right "tonality," said Larry Speakes, USPS manager of advertising.

Burnett did a couple of spots over the holidays before pitching the present campaign.

"It's a line we feel very comfortable with," Speakes said of the new tag. He put it in the same category as the memorable "We deliver for you" tag of several years ago.

"I don't see us changing" the line after the review, which should be completed in June, Speakes said.

"[The tagline] serves as a reminder of the tangible benefits the postal service delivers on a daily basis, [and] it works on a more emotional level—what is the end benefit to the customer?" said Lisa Bennett, Burnett evp and executive creative director.