The Army is to hold a pitch for a regional ad agency, as it bids to create greater integration between its local and national marketing activity.
The review will be overseen by Army marketing director Mark Bainbridge, who is keen to adapt the organisation's regional marketing to recent changes in the Army's recruitment structure.
The appointed agency will create ads that are more reflective of the areas being targeted by the Army, while also communicating the overall brand message spearheaded by its national advertising. There are now 11 catchment areas, rather than the four upon which the Army traditionally focused its local marketing spend.
Saatchi & Saatchi's hold on the national account will not be affected by the regional shake-up.
'The intention is to match our national strategy with our grass-roots tactics,' said Bainbridge. 'We will have to work increasingly hard against the competition to ensure we are recruiting excellence in terms of both quality and quantity.'
Bainbridge declined to say how much the business would be worth, or which agencies the Army currently uses for its regional activity. It has not yet been decided whether to appoint a single agency or a roster of outfits.
This year has proved highly successful for Army recruitment, with enquiries up 500% on last year following the launch of Saatchis' pounds 7m campaign in September (Marketing, September 7).
The push included the launch of Camouflage, a membership scheme handled by Cramm Francis Woolf to encourage under-16s to consider an Army career.