About Face: USPS Review Continues

Rep earlier said incumbents retained

The U.S. Postal Services’ marketing services review continues, despite a representative saying yesterday that the government-funded agency had retained the incumbents.

The rep apparently misinterpreted an extension of the incumbents’ contracts as a renewal and concluded that the process had been completed. Subsequently, however, the USPS told other competing agencies and Adweek that the review was continuing.

The process will take longer than expected, however. That’s why USPS renewed the contracts of lead agency Campbell Ewald and retail marketing provider Draftfcb for another year. Those contracts were due to expire in December.

Contacted again, Darleen Reid, the USPS rep, declined to identify any review participants.

Last year the USPS spent $103 million on measured media, according to Nielsen. (That amount does not include online spending.) In March, the USPS went public with its issuance of agency RFPs, saying it was reviewing its marketing communications’ partners. 

Recently, the USPS launched a new ad campaign “The Power of the Mail” from CE to position mail as a more secure alternative to digital communications. The most recent TV ad, “Hacked,” which launched on Sept. 24, opens with an image of a woman attaching a document to her fridge door with the voiceover that says “A refrigerator has never been hacked.” The spot goes on to use images of letters being filed and put on bulletin boards with the narrator again advising that “an online virus has never attacked a corkboard.”