The Post Office is set to award its consolidated media planning and buying account to Carat after a protracted pitch process.
Carat, the incumbent media planning agency, fought off a challenge from two WPP agencies – MediaCom and Wavemaker – to win the business.
The Post Office consolidated its account into one agency. Omnicom’s Manning Gottlieb OMD had previously handled the media buying.
Carat, part of Dentsu, has handled media planning for the Post Office since 2016 after the media account moved from WPP’s Mindshare.
The account is worth £60m over five years, according to a source quoting the media review tender documents. This would be a significant uplift on the £7m spend quoted from Nielsen figures when the review was called last year.
The pitch process had taken more than a year to complete after apparently being delayed by social distancing restrictions and business reorganisations prompted by the Covid-19 pandemic.
