Karmarama won a competitive four-way pitch that was run directly by Capita.
J Walter Thompson was the incumbent and repitched for the business.
The WPP agency remains on Capita’s roster and will continue to create digital, SEO and CRM work for future Army activity.
The new recruitment campaign will include TV, outdoor, radio and digital executions.
Karmarama is tasked with boosting the number of applications for the Army by challenging 16- to 24-year-olds’ perceptions about a career in the military.
Nik Studzinski, Karmarama’s chief creative officer, created award-winning work for the Army while at Saatchi & Saatchi in the 90s.