An Post launches refreshed brand following 2018 business transformation
An Post has revealed its newly refreshed brand positioning and launched two new sub-brands on the back of a very strong financial performance in 2018.
The company announced revenue growth of 7% to €897m as the global decline in mail volumes from e-substitution was offset by a 40% volume growth in parcels. The combination of increased revenue and tight cost control saw operating profit increase from €8m in 2017 to €40m in 2018. The value created by the transformation strategy was €120m as the company had been forecast to make a loss of €80m. 2018 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 (see notes to editor below). 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 new dedicated 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 expert e-commerce, mails and mail media solutions for domestic and international businesses
Commenting at the launch today, David McRedmond, CEO An Post said:
“The transformation of An Post from an old world of letters and social welfare into a new world of e-commerce and financial & government services has delivered great results in 2018. The momentum from this transformation is reflected in the new brand positioning and propositions: An Post is being built for the long-term on sustainability and customer focus. I acknowledge the tremendous effort of all An Post’s employees to deliver great results and lasting change”
Debbie Byrne, MD An Post Retail said:
“Refreshing this iconic Irish brand is another important step in the transformation of An Post as we connect in new ways with new customers by being more relevant and accessible. The brand needs to reflect these changes in the digital and physical world. Also, Post Offices are changing to become modern, sustainable retail outlets while retaining the unique human touch with customers. An Post Money brings together all our new and enhanced financial services, making it easier for customers to choose what service best suits their needs, online or in-store”, she added.
Garrett Bridgeman, MD An Post Mails & Parcels said:
“While the story of 2018 was our phenomenal parcel growth, 2019 is about the development of a world-class business-to-business brand An Post Commerce. As masters of delivery we have the expertise and the infrastructure to be the engine of growth for our customers. Whether it’s an SME looking to harness the power of mail to unlock customer demand for their product or an international e-tailer demanding seamless logistics and tailored world-class delivery options, An Post Commerce brings these services together in one place through anpost.com”, he added.
An Post’s new ‘For Your World’ TV advertisement featuring the new-look brand kicks off this Sunday, 17th March and features Irish broadcaster and presenter Angela Scanlon on a journey through daily life in Ireland with An Post’s products and services. The campaign will also run in cinemas, online and on digital displays and out of home (billboards).