NELC hires Bates to review strategy

The National Employers' Liaison Committee (NELC) has appointed the

Bates Group to look at its communications strategy, as it makes

preparations for mobilising reservists to assist with the military

campaign against Afghanistan.

NELC, which is responsible for maintaining support among employers for

armed forces reservists, is planning to overhaul its corporate identity

as well as develop new ways of communicating with potential reservists

and employers.

The brief to Bates, appointed after a competitive pitch by

Lieutenant-Colonel Tim Corry, who is responsible for NELC's marketing,

focuses on brand positioning, public relations and online activity.

It is not known how much the business is worth, but it is thought likely

that the war on terrorism will lead to the government increasing its

funding to the NELC.

The Ministry of Defence is poised to call up dozens of reservists to

assist with the UK's growing military effort in Afghanistan.

Bates' appointment does not directly affect NELC's relationship with the

incumbent on its £1.5m advertising business, Rainey Kelly Campbell

Roalfe/Y&R, though the strategy review could lead to the body diverting

some of its ad budget to other disciplines.

Rainey Kelly declined to pitch for the communications audit brief. A

Rainey Kelly-created campaign, straplined 'Good for Britain: Good for

Business', is currently running on posters and radio.

NELC was established in 1986 at the request of then prime minister

Margaret Thatcher, with a remit to advise the government on how best to

recruit and retain reservists.


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


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message