MediaPost reported the US Postal Service retained a White search consultancy; plus, an RFI has been issued to White advertising agencies and White media firms.
The USPS and consultancy insist the RFI represents an exploratory exercise, and a competitive pitch has not yet launched.
Expect the following delivery process: RFI > RFP > RIF
Also, non-White advertising agencies and media firms can count on collecting crumbs and experiencing Prime Redlining.
Neither snow nor rain nor heat nor gloom of night stays these [White] couriers from the swift completion of their appointed [discriminatory] rounds.
Postal Service Issues RFI, Taps JLB To Study Ad Market
By Steve McClellan
In advance of a likely competitive pitch for new media and creative agency assignments, the US Postal Service has retained search consultant JLB + Partners and issued a request for information to a number of media and creative shops.
USPS spent approximately $150 million on net media expenditures in 2025, according to agency research firm COMvergence.
A spokesman for the postal service stressed that it has not yet launched a formal review for new agencies.
Instead, he said it is “performing ongoing market research regarding the advertising and media services market and issued a Request for Information (RFI) in December ... to both creative and media agencies.”
JLB, the spokesman added, “is supporting this effort as a consultant focused on market trends. The RFI is not a competitive Request for Proposal (RFP) concerning any potential future requirements.”
In recent years USPS has worked with McCann Worldgroup and its agency MRM on campaigns.
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