Royal Mail’s direct mail specialist Marketreach has launched a new B2B campaign which acts as a bold call to arms, starring marketing legend Rory Sutherland.
CEO and founder of The Glittersphere, ex-Google marketing director Nishma Patel Robb also makes an appearance in the campaign, which pushes the role of direct mail as an important and effective media channel.
Created by The Gate, the peer-to-peer campaign runs from today (7 October) across direct mail, social/display video, digital audio and out-of-home adverts across digital six-sheets targeting London-based agencies in key areas.
Sutherland and Patel Robb are joined by The Marketing Society CEO Sophie Devonshire, The Barber Shop founder Dino Myers-Lamptey and Astroten founder and author of The Choice Factory and The Illusion of Choice.
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Each of the creatives features a bold headshot of one of the industry heavyweights alongside a pithy quote highlighting how direct mail was the surprising spark at the heart of one of their marketing success stories.
The work is inspired by research from WARC and Marketreach Attention Report which shows that campaigns with direct mail are 52% more likely to report profit uplifts.
“Mail is the spark at the heart of many marketing success stories, having helped give our marketing experts a competitive edge and to nail their targets,” said Marketreach head of marketing Cameron Russell.
“We wanted to tell stories where Marketreach surprises people that mail is a channel that people completely trust, drives impressive commercial results, and is a tangible, multi-sensory brand experience. We are delighted that these wonderful industry names have been advocates for the power of mail, and we’re looking forward to seeing this campaign live.”
The Gate associate creative directors Rob Syme and Stuart Minshaw added: “We wanted to take the industry’s most recognisable faces and make them recognisably Marketreach. That, coupled with an unexpected tone, has created a visually striking campaign that marketeers can’t ignore.”
