Online postage company Stamps.com on
Wednesday named DraftWorldwide
to be its AOR, dropping Wieden & Kennedy, which had been handling the firms
advertising and branding efforts.
The change reflects Stamps.com’s desire to concentrate on direct marketing.
DraftWorldwide is known as a direct and database marketing specialist,
while Wieden & Kennedy is a full-service agency. Stamps.com continues its
relationship with Direct Partners, a direct marketing agency partially
owned by the Omnicom Group.
“As a result of our success over the past months with online integrated
marketing and other direct-to-the-customer efforts, we have re-evaluated
our agency needs,” says Stamps.com President Loren Smith. “We feel
DraftWorldwide brings the strengths and capabilities to communicate the
advantages of Stamps.com and its direction for the future.”
Wieden & Kennedy worked with Stamps.com for the past year, producing the
‘Mettman’ campaign featuring Bob Newhart. The agency is probably best known
for its work for Nike, but it’s also worked for Microsoft, ESPN and Coca-Cola.
DraftWorldwide, a unit of the Interpublic Group of Companies, works with American Express, Coca-Cola, and the US Postal Service.
Stamps.com offers consumers the capability to download postage over the
Internet and print it on their computers.
