Magazine article Marketing

Army Hands [Pound]3m 'Local' Ad Task to Golley Slater

Magazine article Marketing

Army Hands [Pound]3m 'Local' Ad Task to Golley Slater

Article excerpt

The Army has handed its [pound]3.2m regional advertising business to the Golley Slater Group, in a move that marks a significant change in strategy for the force's recruitment marketing activity.

The appointment, made by Army marketing director Mark Bainbridge, will see the network handle a recruitment campaign in nine Army Brigade Areas, including Northern Ireland.

The integrated push will be run out of the agency's offices in London, Cardiff, Bristol and Birmingham, as well as affiliated agencies elsewhere.

The group will start work on the three-year account on April 1. Its first advertising is likely to break later this year.

The appointment of Golley Slater marks the first time the Army's regional marketing business has been outsourced.

It signals the force's determination to make its recruitment communications more locally relevant.

Bainbridge said that by employing a regional strategy, the Army expects to generate both greater volumes and a higher quality of response as it fights against an increasingly competitive recruitment market. …

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