An Post Unveils Brand Refresh

15 Mar 2019 | 03.48 pm

An Post Unveils Brand Refresh

New B2B brand called 'An Post Commerce'

15 Mar 2019 | 03.48 pm

An Post has revealed its newly refreshed brand positioning and two new sub-brands on the back of a strong financial performance in 2018.

The company indicated revenue growth of 7% to €897m as global decline in letters was offset by a 40% volume growth in parcels. The combination of increased revenue and tight cost control saw indicative operating profit up from €8m in 2017 to €40m in 2018.

Last year was the second year of revenue and profit growth since the losses of €12m in 2016.

Debbie Byrne, Managing Director of An Post Retail, unveiled the new brand proposition and refreshed identity, focused on new demographics for both of An Post’s core businesses, An Post Retail and An Post Mails & Parcels.

The new look is being rolled out across the Post Office network, the An Post fleet and anpost.com, backed by an extensive advertising campaign.

In addition two sub-brands were announced:
An Post Money, which brings together an expanded suite of financial services including credit cards, personal loans, current account (debit card) and multi-currency FX card; delivered across the Post Office network and digitally through anpost.com
An Post Commerce, a new business-to-business brand providing e-commerce, mails and mail media solutions for domestic and international businesses.

An Post CEO David McRedmond (pictured) commented: “An Post’s move into a new world of e-commerce and financial services has delivered great results in 2018. The transformation has been achieved through big moves: fixing our core economics, building a great team, delivering breakthrough deals, and now reinvigorating our brand.”

Debbie Byrne added: “Post Offices are changing to become modern, sustainable retail outlets while retaining the human touch. An Post Money brings together all our new and enhanced financial services, providing choice for the market whether online or in-store.”

Garrett Bridgeman, MD An Post Mails & Parcels, said: “While the story of 2018 was our 40% parcel growth, 2019 is about the launch of a world-class business-to-business brand, An Post Commerce. As masters of delivery, we have the expertise and infrastructure, physical and digital, to be the engine of growth for our SME and corporate customers, facilitating global trade.”

For Your World

An Post is supporting the roll-out of its rejuvenated brand with an extensive advertising campaign created by ad agency JWT Folk.

The For Your World brand ad features TV presenter Angela Scanlon taking viewers on a journey through Irish life with An Post products and services.

Two additional ads to launch next month showcase An Post’s ambition in financial services with the launch of An Post Money, showcasing  An Post’s innovative servicing of its growing eCommerce business.

The campaign highlights a number of new departures for the company including the recent launch of a new credit card product and a move into consumer lending as well as their new ‘inflight’ parcels App, allowing customers to track and re-direct their parcels to where and when suits them best.

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