High profile Army marketer Mark Bainbridge (pictured) has been appointed by Royal Bank of Scotland to the newly created role of head of recruitment marketing for the group. He will report to RBS group director for human resources, Neil Roden.
The former marketing and communications director of the British Army left last month after almost a decade in the job. He was the first civilian to hold the marketing director role at the Army, when he joined in 1999.
Bainbridge was responsible for implementing a series of programmes to overhaul the Army’s public-facing business plan, including the launch of recruitment ad campaigns created by Publicis.
He was also responsible for the merger of the regular and territorial army recruiting processes. Under his watch, the Army launched the “Camouflage” campaign to target potential candidates before they leave high school at the age of 16.
Earlier this year the Army launched a publicity campaign to encourage the public to show support for soldiers as part of a recruitment drive, days before the fifth anniversary of the Iraq invasion.