The Aegis-owned agency will now work alongside winning creative agency WCRS, which took the recruitment account from Rainey Kelly Campbell Roalfe/Y&R, which had also held the account for more than 20 years.
The account was pitched through the COI, after the Royal Navy decided to try to achieve greater visibility for its recruitment campaigns.
It is understood that the first wave of the campaign will target 16- to 24-year-olds in an attempt to raise awareness of careers in the Royal Navy.
Last April, the Royal Navy launched an email recruitment drive and online advertising campaign aimed at promoting opportunities within its fleet air division. The campaign was created by Glue London and media planning and buying by digital agency i-level.
The creative featured the line "Join the navy and work here" next to an image of a desk and then the words "and here" next to the now-defunct Sea Harrier Jump Jet aircraft.
Carat was appointed to the COI planning roster in February along with 13 other agencies. This is the first piece of communications planning business the agency has been awarded since being appointed.
The agency has won a series of media accounts this year, placing them second in the new billings league so far this year. The agency is only surpassed by Walker Media, which picked up the £70m media planning and buying account for Barclays in March.
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