Synopsis
Royal Mail and Kantar TNS partnered on this project with one commercial goal in mind: to help direct mail flourish in today's digital media world. As new communication channels emerged, mail was increasingly ignored by advertisers and media planners. With a -10.4% drop in its use in 2016 versus 2015 and a 7.5% fall forecast for 2017*, it needed to avoid sliding into decline, to catch up with other channels and grow annual spend beyond the then current £1.7 billion.
The most effective way to prove its impact in driving commercial actions in the modern media environment was to...