The Royal Mint Appoints McCann Bristol as Integrated Agency
One of the UK’s oldest and well-known brands, The Royal Mint, has appointed McCann Bristol for a two-year contract to help shape the historic brand’s future.
Considered a British institution with a 1,100-year legacy, The Royal Mint is most commonly known for making currency and its extensive range of collectable medals and commemorative coins.
Creating a brand that both treasures The Royal Mint’s important heritage and communicates its breadth is core to McCann’s brief. Adopting an integrated approach, McCann will work across core disciplines such brand strategy, creative development, digital marketing, and front-end website design to increase awareness, change perception of the organisation and drive sales.
The dynamic brand already has an extensive range of consumer products and services, including high-quality gifts and jewellery, precious metal investments, secure storage for personal items and even great days out. But its diverse offering is often overlooked.
In addition to appealing to new audiences and developing the brand, McCann will develop its online presence and introduce a new website. There will be an increased consideration for user experience to better reflect the brand proposition.
Jonathan McGregor, chief marketing officer at the Royal Mint, says: “Everyone knows our name. But for most, The Royal Mint conjures an image of a traditional institution, the coins and the significant commemoration we are involved with. We love this side of our business, as do many others, but it’s time for us to show off all that we do and create.
“We have many new products, services and experiences which lots of people just aren’t aware of. With the help of McCann, we want people to better understand what we do and when to consider us. We are all looking forward to what we can achieve with this plan, heading into an exciting new period for such an historic brand.”
Andy Reid, managing director for McCann, adds: “It is our privilege to be entrusted with The Royal Mint’s legacy and its evolving future. It forms part of the fabric of British life, we are all touched by it in a very obvious way with circulating coins, but its new product collections and experiences bring much more than this. The brand has the offering to remain a part of our lives for years to come.”
The contract cements McCann Bristol’s position as a leading integrated agency with the capability and expertise to take national and global brands into new territories and create new opportunities.