| Title | Why Not ? |
| Agency | Publicis London |
| Campaign | What A Good Idea! - Post Office |
| Advertiser | Post Office |
| Brand | Post Office |
| Posted | November 2002 |
| Product | Travel Services |
| Business Sector | Consumer & Public Services |
| Philosophy | What A Good Idea This paper details how advertising helped the Post Office enhance its presence in profitable new markets, achieving a sales uplift of £230m+ on Bureau de Change, representing a volume increase of 80%+ (based on a marketing spend of only £4.1m). Advertising helped prompt both brand reappraisal and product trial, despite difficult trading conditions and negative PR/speculation. Moreover, long-term and manifold effects of advertising have been financially modelled demonstrating further value creation of at least £6.1m (NPV of contribution). |
| Media Type | Television |
| Length | |
| Market | United Kingdom |
| Creative Director | Keith Courtney |
| Art Director | Scott Sparks |
| Copywriter | Andy Jones |
| Director | Carl Prechezer |
| Advertising Manager | Deborah Maxwell |
| Strategic Planner | Joan Devereux |
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