AKQA wins The Royal Navy digital advertising business

LONDON - The Royal Navy has appointed AKQA to work on its digital advertising business.

Royal Navy: AKQA appointed to handle its digital ad business
Royal Navy: AKQA appointed to handle its digital ad business

The agency won the business after a six-way pitch against undisclosed agencies, in a process handled by the COI.

AKQA will now be responsible for implementing a new digital strategy for the Royal Navy, in an effort to put the medium at the heart of the organisations's communications plan.

The agency will also relaunch the Royal Navy website, and procure and implement a new content management system.

The new campaigns will focus on recruiting members of the public to join the Royal Navy, and will incorporate digital channels such as mobile, social media and search.

Twenty-Six London was the previous incumbent on the account, having worked on the business for the past three years.

The Royal Navy's other existing digital roster shops, including Marvellous and Glue London, are unaffected by the appointment.

The agencies recently created a new iPhone app for the organisation, that allowed users to take on missions based on real training tasks.

The app, called the Royal Navy Engineer Officer Challenge, challenged players to make virtual repairs to HMS Deter by using the iPhone touch screen.