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.


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