WCRS and Carat land Royal Navy brief

WCRS and Carat have triumphed in the pitch for the Royal Navy account, scooping the creative and media business from the incumbents of 20 years, Rainey Kelly Campbell Roalfe/Y&R and Mediaedge:cia.

The four-way pitch, handled by COI, also included the creative and media agency pairings of Clemmow Hornby Inge with Naked and DFGW with Universal McCann.

The Directorate of Naval Recruiting decided to hold the pitch after a strategic review identified a need to focus on more specific audiences.

WCRS and Carat have been briefed to devise a recruitment drive to raise awareness of Royal Navy careers among 16- to 24- year-olds.

The creative business, which is understood to include the Royal Marines as well as the Navy, is backed by a £5 million media spend.

The Royal Navy's recruitment campaign is expected to include cinema and press advertising as well as TV.

The first phase of the campaign will direct potential recruits to a website and phone line for more information about the Royal Navy.

In April, the Royal Navy ran an e-mail recruitment drive devised by glue London and i-level to promote job op-portunities offered by its fleet air division.

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