Incumbent VML has been shortlisted for the Australian Defence Force (ADF) creative and digital account pitch, said to be worth $60 million in billings, industry insiders confirmed to AdNews.
Applications for Australia's largest creative account opened in February this year, as part of a mandatory review as the current arrangement expires March 2025.
The shortlist is also believed to include dentsu, TBWA and M&C Saatchi.
While insiders told AdNews last year the client was looking for a change, since VML has made the pitch's shortlist the account is now believed to stay.
"An account of this size takes so much resources, that its easier for it not to move," an insider told AdNews.
VML in recent months has been unveiling a slew of work.
In June, ADF and VML upgraded its career discovery and recruitment platform, adfcareers.gov.au.
The latest campaign for ADF Careers, titled 'Unlike any other job', highlighted the personal and professional impact a career in the ADF provides.
Earlier this year, the agency unveiled Royal Australian Air Force's campaign 'Up There', which broke down the misconceptions that a career in the RAAF can seem out of reach.
However, last month found that ADF's advertising campaigns fails to prove effectiveness.
As the extent of applications to join ADF, and the effectiveness of marketing budgets, are not assessed.
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.
VMLY&R Melbourne won the creative and digital account for Defence Force Recruiting in 2019, taking over from Host/Havas.
Prior to Havas winning the account, VMLY&R, formerly Y&R, held the business for 13 years until 2013.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.