AKQA to lead digital strategy for the British Army

LONDON - The British Army has appointed AKQA to lead its digital marketing strategy with a brief to make the internet its primary recruitment platform.

Army…appointed AKQA
Army…appointed AKQA

AKQA triumphed in a pitch against several undisclosed agencies for the three-year contract in a contest handled by COI. It has been briefed to identify ways in which online activity and social media can be used by the Army.

One of its tasks will be to create a single army recruitment site at www.army.mod.uk and integrate it into social media as the Army looks to improve the online experience for potential recruits and increase the number of applicants.

Publicis Modem will continue to provide digital advertising for Army Recruiting Group. However, the Army is reviewing this relationship as part of a long-term review of its advertising and marketing agency arrangements.

Colin Cook, the marketing director of Army Recruiting Group, said: This is a key strategic appointment for the Army as we start to make digital platforms our primary focus for recruiting activity. AKQA’s proposals went well beyond our expectations and its approach will be pivotal to our recruiting strategy.