VML and Defence Force Recruiting end their partnership March 2025, after six years.
Omnicom agency TBWA is said to be the frontrunner in the pitch for the creative account.
The shortlist included incumbent VML, dentsu, TBWA and M&C Saatchi.
VML AUNZ CEO Thomas Tearle said helping to protect the commonwealth was the honour of a lifetime.
Moving an account of this size is a huge drain on resources, but insiders told AdNews last year the client was looking for a change.
Earlier this year an audit found that ADF's advertising campaigns fail to prove effectiveness.
The Department of Finance reported recruitment advertising expenditure at $60.2 million for 2022–23, representing about 33.6% of total Australian Government advertising spend of $179.3 million.
"We are incredibly grateful for the opportunities our partnership with DFR has afforded us and our team," Tearle said.
"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.
"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.”
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