Putting the Army back in business

Andrew Davies

Army recruitment advertising, 1994-6. Background of decline discussed: need to get better conversion from enquiry to enlistment.
Agency: Saatchi & SaatchiAuthor: Andrew Davies

Putting the Army back in business: how advertising rose to the Army's challenge to 'Be the Best'

INTRODUCTION : AN ORGANISATIONAL TURNAROUND

This case is about the British Army, who have succeeded in achieving a dramatic turn-around in recruitment, after years of decline, and despite a very negative social and demographic environment.

Recruitment has increased by over 60%, and is now achieved twice as efficiently as prior to the campaign (saving money for the Army and ultimately the UK taxpayer).

Perhaps more significantly, the attitude and culture of the Army...

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