Postal Service’s Creative Search Continues

Media shifts to another IPG shop

Media piece down, creative piece to go.

The United States Postal Service, in a piecemeal do-over of its advertising review, has shifted its media responsibilities to UM, after 10 years at fellow Interpublic Group shop Campbell Ewald. The postal service's creative business has yet to be assigned.

Currently, Draftfcb is the interim lead creative shop, following the expiration of Campbell Ewald's contract at the end of September, a representative for the USPS said. Draftfcb, which already handled promotions and retail marketing, is now creating traditional advertising and direct marketing as well.

Contenders in the creative review could not be ascertained, but sources expect a decision in the next two months.

The USPS spent more than $91 million in media in 2011 and about $58 million in the first nine months of 2012, according to Nielsen. Those figures don't include online spending.

In the spring of 2011, the Postal Service issued a single request for proposals for its advertising business. That process dragged on for about 18 months without resolution, as the financially troubled organization grappled with the prospect of insolvency. 

About three months ago, the USPS cancelled the initial review, broke the business into a series of smaller RFPs and restarted the process. So, this year will finally mark the end of the odyssey that began in early 2011.



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