Publicis has won the Army's £7 million recruitment brief in
what the agency sees as an official endorsement of its broader creative
Senior managers had made the capture of the account a top priority and
regard it is a means to extend the Publicis creative reputation beyond
retail and FMCG advertising.
Publicis takes the account over from Saatchi & Saatchi, the Army's
agency for the past eight years whose award-winning work is said to have
fallen victim to a "relationship meltdown".
The appointment builds on Publicis' assignments for COI Communications,
which include encouraging business to go online and promoting the
Government's new deal for lone parents.
Publicis saw off Lowe, Leo Burnett and Abbott Mead Vickers BBDO to win
the recruitment tasks for the regular and Territorial Army.
Richard Hytner, the chief ex-ecutive of the agency, who led the pitch
along with Lucy Purdy, the head of planning, said: "Getting on the Army
pitchlist is a real endorsement of the progress we've made and I'm not
sure we would have been considered for such a list three or four years
Brigadier Simon Young, the recruitment group head, said: "Publicis has
shown a thorough understanding of our complex business and has responded
with some excellent concepts which we firmly believe will begin to
address some of our long-term recruiting issues."