British Army appoints direct shop to develop loyalty program

- The British Army has appointed direct marketing agency Cramm Francis Woolf to develop its first concerted effort to build up a dialogue with prospective recruits for the service.

- The British Army has appointed direct marketing agency Cramm Francis Woolf to develop its first concerted effort to build up a dialogue with prospective recruits for the service.

The new strategy is aimed a creating a two-way dialogue with possible recruits who have already expressed an interest in an Army career by responding to advertising.

Cramm Francis Woolf won the business following a Central Office of Information pitch against Evans Hunt Scott and McCann-Erickson Manchester.

According to Army marketing director, Mark Bainbridge,: "We want to engage with young people and allow them to interrogate the Army."



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