Publicis Dialog gets reserve forces brief after four-way pitch

Publicis Dialog has been appointed to run a government campaign to encourage UK company bosses to support employees who are in the reserve forces or want to enlist.

The agency, which won the business in a four-way pitch, is working on an integrated campaign, which is expected to launch in September. Media planning will be through Mediaedge:cia.

The initiative is being run by the National Employers Liaison Committee, a government-sponsored group made up of prominent business people to foster links between employers and the armed forces' reserves. They include the Royal Navy Reserves, the Royal Marine Reserves, the Territorial Army and the Royal Auxiliary Air Force.

Lieutenant Colonel Tim Corry, the NELC campaign director, said: "There's a simple message for employers and that is to let reservist training help you to get the most out of your company's greatest assets - its people. Reserve training can teach individuals teamwork, leadership, communication and organisational skills."

Rapier, Partners Andrews Aldridge and Clark McKay & Walpole also contested the brief, which was previously handled by Rainey Kelly Campbell Roalfe/Y&R.

An employer's consent must be obtained before a reservist is mobilised.

But companies can claim financial assistance if an employee's absence results in costs to their business.

The advertising is being accompanied by a PR initiative through the newly appointed Fishburn Hedges, and also by a relaunch of the NELC's website.

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