Army seeks new agency for digital drive

The British Army Recruitment Group has called a pitch for a new technical digital agency as it looks to ramp up its online drive for new recruits.

The service has asked a number of agencies to pitch to work alongside Publicis Modem, which will continue to have responsibility for the creative digital element of the Army’s recruitment marketing.

The Army launched the “Start Thinking Soldier” campaign, created by Publicis and Publicis Modem, in April in an attempt to encourage recruitment among young people.

Four television advertisements highlighted four different areas of army expertise – teamwork, decision making, leadership and fitness – driving those interested online to test their skills in each area.

The campaign is the Army’s latest attempt to engage with young people as it looks to hire the 15,000 new soldiers it needs to recruit each year.

The successful agency will be required to provide a full digital technical service over the next three years. The pitch is being handled via the Central Office of Information. 

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