The Communications Workers Union strike will run for two separate two-day stints from Thursday 4 October and from Monday 8 October, but Royal Mail has said that it will not deliver any door-drops for three weeks from 4 October.
To circumvent the industrial action, some brands are planning to use online ads and inserts in free newspapers, while others are deferring their campaigns until after the strikes. However, some time-sensitive campaigns will be wasted.
Royal Mail's decision to suspend door-to-door deliveries has been slammed as 'monopolistic' by brands. Mark Young, chairman of the DMA's door-to-door council, said: 'Other markets would not be able to get away with this without suffering a backlash.'
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