Army picks Publicis for £7m recruitment drive

Mark Kleinman,

January 04, 2002

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Army picks Publicis for £7m recruitment drive

LONDON - The Army has handed Publicis the task of boosting the number of British soldiers joining the force in the wake of a dramatic fall in recruits.

Army marketing director Mark Bainbridge and Brigadier Simon Young CBE, Commander Recruiting Group, oversaw the review of the £7m account.

Publicis' first work for the force, a television ad for the Territorial Army that will break in the spring, follows last year's 14% drop in recruitment. The fall in recruits leaves the Army with 6,000 soldiers less than the minimum target level.

Publicis will work alongside the army's existing roster of agencies. It won the business after a pitch, managed by COI Communications, against Lowe Lintas, Leo Burnett and Abbott Mead Vickers BBDO. The incumbent, Publicis' sister agency Saatchi & Saatchi, did not repitch for the account.

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