Army holds pitch for direct marketing business

The Army is reviewing its direct marketing and customer relationship management (CRM) business.

The direct marketing agency Cramm Francis Woolf currently holds the business but the Army is conducting a statutory review having appointed the agency three years ago.

Tenders from other agencies are being invited and a review process is expected to be handled through COI Communications.

The task for the appointed agency involves direct marketing to individuals who respond to national advertising and marketing but have yet to apply for an Army career. It also includes the management of its Camouflage membership programme, which targets 13- to 17-year-olds interested in an Army career. Management of the army's 600,000-strong CRM database is also part of the brief.

Cramm Francis Woolf won the account in April 2000 after a pitch against Evans Hunt Scott and McCann-Erickson Manchester. The new contract will run for three years from next April with an option to extend for a further two years. Cramm Francis Woolf intends to compete for the business.

The agency was involved in the launch of Camouflage, which has grown to a membership of more than 100,000.

Above-the-line work for the Army is handled by Publicis. A recent advertising campaign has moved toward portraying real soldiers and other Army careers.

The Army's direct marketing arm Publicis Dialog has created campaigns targeting UK employers on behalf of the reserve forces. However, Publicis Dialog has not worked on the core Army recruitment activity.


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