Australian Defence Force Recruiting (DFR) has appointed TBWA\Melbourne lead creative advertising and digital services agency, following a competitive pitch.
The incumbent VML has held the account for six years.
The shortlist included incumbent VML, dentsu, TBWA and M&C Saatchi.
TBWA\Melbourne will lead all creative communications and digital services output, partnering with Omnicom-owned marketing transformation and technology specialist, Credera, to integrate advanced data and technology solutions.
CultureVerse also sits within the agency village and will use co-design methodologies to help connect with, and influence, multicultural audiences.
The key focus for the partnership will be to help recruit people to the Australian Defence Force (ADF) to build, sustain, and maximise the Defence capability.
TBWA\Melbourne CEO Kimberlee Wells said this appointment allows the agency to bring the best of its offering to the table, for the best of all reasons; driving recruitment for the Australian Defence Force.
"We’re excited to harness our deep strategic and creative capability, cuttingedge innovation and cultural intelligence tools, to deliver meaningful impact across the total brand experience. We can’t wait to get started," Wells said.
TBWA\Melbourne chief creative officer Paul Reardon said the team hold the Australian Defence Force in the highest possible regard.
"Being asked to use our Creative skills in service of Australia and our Nation’s strategic capability is nothing short of an honour," Reardon said.
"It’s humbling, and it’s hard to explain just how much this opportunity means to us all. We look forward to reaching new heights for recruitment and working with the incredible Australians within the ADF.”
The transition period is effective immediately with creative and digital services commencing 1 April 2025.
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