Get the latest direct to your inbox twice a week. Sign up today. 
Reach doubles down on AI to modernise letterbox
Reach has appointed Sarah Whitehouse to a special projects role focused on the measurement of physical media.
Whitehouse will lead a new initiative exploring how AI can transform traditional letterbox campaigns into fully measurable engagement channels, combining in-home brand presence with modern attribution.
The role will focus on developing Reach’s emerging AI-powered campaign response layer, integrating voice agents, QR engagement and automated lead capture to connect physical campaigns with real customer actions.
Reflects a global shift
Reach CEO Struan Abernethy says the move reflects a wider global shift back toward real-world marketing experiences.
“For a long time the industry has defaulted to digital because it’s measurable. But that’s starting to change globally. Due to growing apathy surrounding digital advertising, brands are rediscovering the power of physical channels that create real presence and memory.
“The exciting part is when you combine that with AI response and attribution. Suddenly the letterbox isn’t just distribution – it becomes a measurable engagement channel.”
Bridge the gap
Abernethy adds that Whitehouse’s appointment signals the company’s intent to modernise one of New Zealand’s most established media channels.
“Letterbox remains one of the most powerful ways to reach households at scale, but the industry hasn’t fully evolved the measurement side of it. Sarah’s work will help bridge that gap and bring modern attribution into the channel.”
The project forms part of Reach’s broader push into AI-enabled campaign infrastructure, aimed at helping New Zealand brands combine the reach of physical media with the accountability of modern marketing.
