WIREDGOV

To support this work it is seeking a new digital agency, via the Central Office of Information (COI). The agency will be expected to work alongside Publicis Modem, the architects of the current campaign, who will retain responsibility for the creative digital element of Army Recruitment marketing.
 
The overall aim of the Army Recruitment Marketing Strategy is to inspire and raise awareness of Army careers, guiding and motivating sufficient young people through the recruitment process.
 
The digital element of the strategy will complement and support all recruitment marketing, covering both regional and national campaigns.
 
The successful agency will be required to provide a full digital technical service over the next three years.

A selection of agencies have been asked to pitch for the work and provide a proposal of how they would meet this brief.
 
Michael Smith Deputy Director of Interactive Services at COI said: 

“Digital communications have become a key component of the Army’s recruiting strategy. COI is committed to helping the Army find the agency that most closely matches its technical digital needs at this time.”
 
Colin Cook Marketing Director of Army Recruitment Group said:

“The success of our Start Thinking Soldier campaign has demonstrated the potential of innovative and effective digital marketing within Army recruitment. We are therefore delighted to confirm Publicis Modem as our digital advertising agency and look forward to appointing a technical digital agency to bolster our digital capacity still further.”