The Sapphire service, which is priced according to the scale and level of detail required, analyses a company's existing marketing process and scores it against its competitors, as well as industry best practices.

The research is generated through a mix of data analysis and interviews, and is fed back to the client through a workshop, where Communisis works with staff at the company on ways to improve weaknesses and draw up a complete strategic marketing road map.

According to the company, many of the principles had already been applied to existing customers, but the scheme has now been extended to include print and postage. It claimed that, for one customer, Sapphire had identified savings of more than £20m.

Chief executive Andy Blundell said: "As a business, we have further developed our consultancy offering, allowing us to provide an end-to-end service, from initial advice through to campaign delivery.

"The development of Sapphire means that we can now accurately identify potential areas for improvement in our customers' existing approach to marketing, and then provide them with a bespoke strategy to strengthen their market position.

"Taking a step back and looking at a variety of different factors gives us a unique viewpoint and shows us how best to drive the business forward."