Defence Force moves to Havas from George Patterson Y&R

Mobile Medic

Mobile Medic

George Patterson Y&R Melbourne has lost one of its biggest clients with the government Defence Force Recruiting account moving to Havas Worldwide after a six month pitch.

The move will surprise many after GPY&R held the account, its biggest in the Melbourne office, for 13 years and won a string of awards for the client, including several Lions for the Mobile Medic app last year.

It is a boost for Havas, which has a small satellite office of seven in Melbourne, but is expected to manage the business from its North Sydney base.

The move suggests the client could be looking for more innovative technology solutions like Mobile Medic as it looks to attract young people to join the armed forces, as Havas has a track record of tech-led campaigns with The World’s Most Powerful Arm and Fundawear.

But it is a blow for GPY&R, which has shone in its Melbourne office in recent years but struggled to gain traction in Sydney. The Federal Government makes up a large part of its business.

The account will be entirely handed over in March 2014.

The release:

The Department of Defence has announced the signing of a contract for the provision of creative advertising and digital services to Defence Force Recruiting.

The three year contract was awarded to Havas Worldwide Australia Pty Ltd following a detailed evaluation process, conducted in accordance with the Commonwealth Procurement Rules and Defence procurement policy.

The contract services cover the development of advertising materials, primarily for television, cinema, magazines and newspapers, and digital advertising and other content for the Defencejobs website and for use in various social media channels.

A four month transition period will commence from today.



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.