Army sidelines recruitment marketing

Army: 'start thinking soldier' Publicis campaign
Army: 'start thinking soldier' Publicis campaign

The Ministry of Defence (MoD) has confirmed marketing will be a low priority in its review of Army recruitment following the decision to end its relationship with Publicis, the current lead strategic creative agency, by 2012.

The decision was made as part of the Recruiting Partnering Project (RPP) – a long-running review under which the MoD has invited companies to form consortia to which it plans to outsource all aspects of Army recruitment, from marketing to the management of Army Careers Offices.

Publicis, which was part of the Mulberry Group consortium, will not take part in the final stage of selection.

The two remaining consortia are the Prospector Group, for which the ad agency partner is Abbott Mead Vickers BBDO, and The Capita Group, which is working with JWT.

Colonel Andrew Chapman, who is overseeing the RPP, said the MoD is taking a broad look at recruitment practices, and confirmed that marketing is being viewed as a "very small part" of the overall review.

The contract is due to start next year with full implementation planned for 2012.

Army marketing director Colin Cook said: "Publicis has produced some excellent work in support of Army recruiting and continues to be our lead advertising agency.

"The Recruit Partnering Project is a broad procurement exercise that is seeking to identify a private sector consortia to work alongside the Army on a range of services, including IT, customer management, assessment and advertising.

"The contract is scheduled to be awarded in September 2011 and until that time, we look forward to continuing our relationship with Publicis."

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music