Australian Defence Force Recruiting set to pitch creative account

Australian Defence Force Recruiting is preparing to pitch the creative and digital account currently held by creative agency Host/Havas.

In a tender notice to market, the Department of Defence is seeking a pitch consultant to assist in the creative and digital pitch process.

The account is currently the largest one held by Host/Havas Australia, which is likely to fight to retain the business.

Havas Worldwide was appointed to the government Defence Force Recruiting account in December 2013, grabbing what was George Patterson Y&R’s biggest client at the time.

When Havas Worldwide Sydney won the account, a release stated the agency would have a three year contract. Mumbrella understands it is also an option for the contract to be rolled over for one more year.

Last month, Havas Group merged both Havas and Host to create Host/Havas which saw the departure of Havas’ CEO Anthony Gregorio.

During its time on the account DFR unveiled its first major campaign with the creative agency in 2015 with the aim of attracting more women to the armed forces.

Most recently Havas Worldwide Sydney created a content series which celebrated multiculturalism in the Australian Defence Force.

According to the tender, the key aims of the pitch are to “enhance the image and visibility of the ADF, build and maintain long-term propensity to consider a career in the ADF and generate sufficient enquiries and applications from quality candidates to meet recruiting targets.”

The procurement tender notes the selected creative agency will be responsible for:

“Delivering full service execution of services relating to DFR’s attraction communication needs as well as digital application design and development, and website and system support and maintenance.

“This includes provision of account management and coordination, strategic creative advice across all relevant channels, concept development, ongoing analysis and evaluation to ensure the effectiveness of materials and products, provision of system administration, support and maintenance of the Defence Jobs suite of interfaces and supporting ICT systems, and as required by Defence, the delivery of stand-alone projects on a non-retained basis.”

The closing date of the tender for the pitch consultancy is just over a fortnight away, on November 10.


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.