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The Royal Air Force has appointed Tullo Marshall Warren as its

first-ever recruitment direct marketing agency, with a brief to

communicate the RAF as an attractive career for university

graduates.

The RAF made the appointment in conjunction with COI Communications,

whose director of direct marketing Marc Michaels ran the pitch

process.

TMW is understood to have pitched against at least three other

agencies.

The hunt for a DM shop to work on RAF recruitment has been triggered by

the need to target university engineering students more effectively and

combat the RAF's recruitment problems.

The first work will break in September, targeting up to 25,000 students

and graduates, and will focus on positioning the RAF as an attractive

career choice.

One of the creative options being considered by RAF recruitment

marketing chief Bob Jones is the image of a piece of paper, accompanied

by the copy: 'If you want to screw it up and throw it in the bin, take

up basketball; if you want to write on it, be a poet; if you want to

turn it into a plane, we want to hear from you.'

A spokeswoman for COI said TMW's appointment would help the RAF measure

its recruitment marketing activity more rigorously.

"We are delighted to have been chosen to work on the first recruitment

work that the RAF has undertaken via DM, and we look forward to helping

the force solve this particular problem," said Max Raison, a planner on

the RAF account at TMW.