Direct News: Spring mail plans B2B drive

International mail distributor Spring Global Mail, which is a joint venture between Royal Mail, TNT International and Singapore Post, has hired integrated agency Base One Communications as it seeks to compete against DHL Global Mail.

The agency, which will handle Spring's global strategic and direct accounts, has been briefed to create a consistent brand that will be adopted at a local level by direct agencies across the company's markets.

It has also been tasked with creating a global business-to-business campaign promoting Spring's range of services. The work will target publishing, financial services, travel, direct mail and mail-order companies, with the first tranche of activity due to break in April.

The activity will include direct mail, trade press and online ads. The latter will be handled through the agency's digital arm, Base One Interactive, which will also overhaul Spring's website.

Spring's previous direct activity in the UK had been handled by several agencies in Amsterdam, where its headquarters is based.

Spring's biggest rival is DHL Global Mail, which is a subsidiary of German national postal service Deutsche Post. It also competes against national postal services such as La Poste in France .

Spring Global Mail, which was established in 2001, has more than 60 offices worldwide, including regional head offices in New York, Singapore and Brussels.

The company distributes mail in more than 30 countries, including the UK, US, Canada, France, the Netherlands and Spain.

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