McCann Erickson Keeps USPS in the Family

IPG units continue to handle creative, media business

Interpublic Group retained its hold on the United States Postal Service, with the mail carrier awarding its creative business to McCann Erickson, according to sources.

Sources said that the other contenders included Havas Worldwide, Grey, JWT and another Interpublic shop, Draftfcb.

McCann is taking the creative reins from Draftfcb, which has served as interim lead agency since the expiration of USPS’s contract with IPG’s Campbell Ewald in September. Campbell Ewald had worked with the USPS for ten years.

Draftfcb had already been handling promotions and retail marketing before adding traditional advertising. Sources expect the agency to continue to handle USPS' retail work.

In 2012, the USPS spent $75 million in media, down from $91 million in 2011, according to Nielsen. Those amounts do not include online spending.

The move to McCann further consolidates the postal service’s business within McCann Worldgroup. In January, USPS assigned media responsibilities to UM; the postal service also works with IPG’s PR unit Weber Shandwick and digital and direct company MRM.

Two years ago, the USPS issued a single request for proposals for its ad business. That search dragged on as the financially-troubled government agency dealt with the uncertainities of insolvency. Six months ago, the USPS cancelled that initial review and restarted the process, breaking the business into a series of smaller RFPs.

USPS could not immediately be reached and McCann declined to comment.

Publish date: April 1, 2013 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT