Royal Navy in agency hunt

The Royal Navy is seeking a through-the-line agency to handle its regional recruitment advertising. It is understood the account is worth £5m over three years.

The agency will work with the armed service’s lead agencies WCRS, Glue and Carat to develop and build on above-the-line career advertising. It will also have a brief to handle its youth marketing and advertising.

The Navy has issued a tender looking for experience of online advertising, media planning and buying for regional press, radio and specialist media. Agencies must also have experience of youth recruitment marketing and direct marketing.

Earlier this year the Royal Navy launched a digital recruitment drive created by Glue London allowing consumers to send personalised Navy-based video messages via e-mail and mobile phone.

WCRS and Carat were appointed to handle a £5m recruitment drive following a pitch through the COI in June last year. Rainey Kelly Campbell Roalfe/Y&R, the incumbent, had handled the business for more than 20 years. Carat replaced Mediaedge:cia.

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