Publicis scoops Army brief

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."


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