Royal Mail has appointed M&C Saatchi to create its first consumer campaign in nearly two years to help strengthen engagement and position it as a modern, innovative brand. M&C Saatchi beat Publicis UK, Mother and MWO to the £8 million account in a process that began in May. Ben Rhodes, Royal Mail’s director of customer marketing, said: "With this campaign and the support of M&C Saatchi, our aim is to enhance and modernise our connection with the British public."