Tequila's appointment follows a six-way pitch for the business. The agency beat the incumbent, Cramm Francis Woolf, WWAV Rapp Collins, Tullo Marshall Warren, McCann Relationship Marketing and Publicis Dialog. The decision follows a statutory review of the account, which CFW had held for three years.
Tequila's brief involves direct marketing to individuals who respond to national advertising and marketing, but have yet to apply for a career in the Army. It also involves managing the Camouflage membership programme, which targets 13- to 17-year-olds who are interested in an Army career.
Camouflage has a membership of about 120,000, all of whom receive a customer magazine, Army. Haymarket Customer Publishing will continue to publish the title.
Tequila's contract runs for three years from April, with an option to extend for a further two years. The agency will work with Mark Bainbridge, the Army's marketing director, and Rachel Owen-Jones, its head of direct marketing customer relationship marketing.
Above-the-line work for the Army is handled by Publicis. Recent work has moved toward portraying real soldiers in various Army roles.
The Army has built a database that can target specific groups of potential recruits interested in particular careers. Management of the database, which contains details on close to 600,000 contacts, is also part of Tequila's initial brief.