Digital Packets

Parcelforce Worldwide is moving its entire above-the-line budget into digital marketing.

The shift, which has been taken as part of a "group decision", according to Brian Hardie, head of brand and promotions at Parcelforce Worldwide, means Abbott Mead Vickers BBDO, which was handed the company's £5m ad account in February, will not be working on new ads for the brand until at least next April.

Expect many more stories like this. At Collaborate Marketing we expect the growth of digital marketing to be funded by budgets currently being spent above-the-line.

Thanks to Jim at Large Design for drawing our attention to this one.

Comments

[Jim Boullton]

Interestingly, Parcel Force, part of the Royal Mail Group, will be spending nothing on traditional, paper-based direct mail.