VML unsuccessful on retaining Defence Force account after pitch
The AUNZ chief executive officer of WPP’s VML has spoken out as the creative agency’s six-year relationship with the Australian Department of Defence comes to an end in March 2025.
Per government requirements, the Defence Force Recruitment creative and digital account was taken to pitch and applications to take part in the review were opened in February this year.
VML has held the account since 2019 after its last review, and it was serviced by Host/Havas prior to that from 2014-2018. Havas’ original three-year contract was extended by one more year in 2017 following a pitch. George Patterson Y&R Melbourne, which now falls under the VML brand, previously held the account for 13 years.
As per the tender notice, Defence Force Recruitment was looking for creative advertising and digital services that “supports DFR to recruit the right people, in the right numbers, at the right time for the Australian Defence Force (ADF) in order to build, sustain and maximise Defence Capability”.
Thomas Tearle, the CEO of VML, issued a statement on Wednesday, thanking the Australian Department of Defence for the past six years.
“Helping to protect the commonwealth is the honour of a lifetime, and we are incredibly grateful for the opportunities our partnership with DFR [Defence Force Recruitment] has afforded us and our team. Working with the Navy, Army, and Air Force, we have learned and experienced so much and have forged enduring professional and personal relationships that will continue long into the future,” he said.
“We could not be prouder of the new ADF Careers Masterbrand identity, the subsequent campaign, and the new Sitecore website environment: adfcareers.gov.au. Delivering these types of projects is never simple, especially in such a complex environment, and we are so encouraged by the results, including 56% recognition of the new ADF Careers campaign – almost double the norm for a federal government campaign – as well as six consecutive months of more than 10,000 application starts and the highest application volumes in 20 years in August 2024. We hope to see these go from strength to strength in the coming years.
“We now turn our attention to facilitating the most elegant, professional, and efficient transition we can deliver, which we see as a significant part of our legacy. We aim to leave DFR in the best possible position for success heading into FY25/26.”
“In parallel, we are now looking forward to embarking upon new client partnerships to work with the high-performing team we assembled for DFR.
“Finally, we want to personally thank Commodore Jan Wiltshire for her leadership and say thank you to her team, past and present, for their genuine partnership over our tenure.”
The new contract for the creative and digital account will commence on April 1, 2025.
Mumbrella understands the shortlist included VML, TBWA, dentsu, and M&C Saatchi, with speculation that TBWA is favoured to have won.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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topics
ADF
Australian Defence Force
Defence Force Recruiting
Defence Force Recruitment
Department of Defence
Host/Havas
Thomas Tearle
VML
WPP
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