WCRS and Carat land Royal Navy brief

by Deborah Bonello, Campaign 16-Jun-06

WCRS and Carat have triumphed in the pitch for the Royal Navy account, scooping the creative and media business from the incumbents of 20 years, Rainey Kelly Campbell Roalfe/Y&R and Mediaedge:cia.

The four-way pitch, handled by COI, also included the creative and media
agency pairings of Clemmow Hornby Inge with Naked and DFGW with
Universal McCann.

The Directorate of Naval Recruiting decided to hold the pitch after a

strategic review identified a need to focus on more specific

audiences.

WCRS and Carat have been briefed to devise a recruitment drive to raise
awareness of Royal Navy careers among 16- to 24- year-olds.

The creative business, which is understood to include the Royal Marines
as well as the Navy, is backed by a £5 million media spend.

The Royal Navy's recruitment campaign is expected to include cinema and
press advertising as well as TV.

The first phase of the campaign will direct potential recruits to a
website and phone line for more information about the Royal Navy.

In April, the Royal Navy ran an e-mail recruitment drive devised by glue
London and i-level to promote job op-portunities offered by its fleet
air division.