Advertising best practice, evidence and insights

City of Fremont: Fremont Police Department turns to microsite to reach job candidates

Case Study • SABRE Awards, IN2, North America, Best SEO/Content Distribution Program (Paid + Organic), 2020

The Fremont Police Department overhauled its recruitment process with the launch of a mobile-friendly, SEO-driven microsite in the US.

Westminster City Council: Armistice Day

Case Study • Data and Marketing Association, Gold, 2019

Westminster City Council, a London local authority, brought the stories of the British and Commonwealth soldiers who died in World War One to people in London at the centenary of Armistice day.

Metropolitan Police: Driving moped crime off the road, one nudge at a time

Case Study • Account Planning Group - (UK), Entrant, 2019

The Metropolitan Police, a British police force, decreased moped crime and snatch-theft in the UK by launching a set of communications that primed moped riders to the risk of theft and prompted action.

Police Now: Take:90 – A Lesson in Anger Management

Case Study • Account Planning Group - (UK), Entrant, 2019

Police Now, an initiative to get young people into policing, helped tackle violent crime in the UK by launching TAKE:90, an initiative that encouraged anger management by taking 90 seconds to calm down.

RAF: The ultimate weapon against advertising stereotypes

Case Study • Account Planning Group - (UK), Entrant, 2019

The Royal Airforce, the UK�s aerial warfare force, increased its budget by addressing gender stereotypes in advertising through a film launched in the UK that highlighted clich�s against real RAF women.

Capita for the British Army: Who dares wins – An unexpected approach to army recruitment

Case Study • Account Planning Group - (UK), Silver, 2019

The British Army, a land warfare force, connected with youth in Britain to drive up applications by reframing opinions of the "snowflake generation".

New Zealand Police: The World's Most Entertaining Recruitment Video

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

New Zealand Police, the national police force of New Zealand, increased applications in New Zealand by releasing a recruitment video that featured a huge police chase with 70 real police officers.

Busan Metropolitan Police Agency: Stop Downloadkill

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Busan Metropolitan Police Agency, a police department in South Korea, created fake voyeur videos that used scare tactics to decrease circulation of such videos across the country.

British Army: Helping a new generation find where they belong in the British Army

Rankings • WARC Effective 100, 2019

The British Army, a British land warfare force, increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.

US Army: White Hats Wanted

Rankings • WARC Effective 100, 2019

The US Army, the land warfare service branch of the United States Armed Forces, enticed hackers who wanted to use their skills for good, through a TV spot that showed a series of hidden challenges.

The British Army: This is belonging

Case Study • Data and Marketing Association, Gold, 2018

The British Army, the principal land warfare force of the UK, increased applications by creating a video campaign that told the stories of real soldiers.

British Army: Junior Entry Review for the UK Army

Research Paper • MRS Awards, Finalist, MRS Award for Public Policy/Social Research, 2018

The British Army, a land warfare force, developed a research programme that supported a detailed understanding of its UK audience and robust quantitative data to enable evidence-based decision making.

Helping a new generation find where they belong in the British Army

Case Study • Matthew Waksman and Rob Fullerton-Batten, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

The British Army, a British land warfare force, increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.

The Defence Forces – Finding the right fit: Data Sniping for the Defence Forces

Case Study • Institute of Advertising Practitioners in Ireland, Gold, ADFX Awards, 2018

The Irish Defence Forces, the military of Ireland, launched a targeted social media campaign that saw it reach the highest ever percentage of female members since the first inductions in 1980.

Defence Force Recruiting, Aldi win at Aussie Effies

News • 31 August 2018

SYDNEY: A recruitment campaign for the Australian Defence Force has won the Grand Effie in the 2018 Effie Awards Australia, while the award for the year’s most effective advertiser went to the supermarket Aldi.

Defence Force Recruitment: How transforming the Defence Force's approach to recruitment delivered record returns

Case Study • The Communications Council, Grand Effie, Australian Effie Awards, 2018

Defence Force Recruitment, a recruiter for the Australian Defence Force, positioned itself as a 21st Century employer by driving operational change that delivered record recruitment rates.

US Army cuts its marketing spend following review

News • 13 July 2018

NEW YORK: The US Army will implement “more stringent oversight” of its marketing spend after an internal audit concluded that tens of millions of dollars had been wasted on marketing initiatives in the fiscal year 2016.

US Army: White Hats Wanted

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

The US Army, the land warfare service branch of the United States Armed Forces, launched a TV spot to subtly entice hackers who want to use their skills for good through a series of hidden challenges.

Romanian Police: The Survivors

Case Study • Ciprian Bof, WARC Awards, Entrant, Effective Social Strategy, 2018

Romanian Police reduced the number of road fatalities in the country by creating an outdoor museum about car accidents.

US Air Force: Special Ops

Case Study • Effie Worldwide, Bronze, North American Effies, 2018

The US Air Force launched a campaign involving VR and 360 videos to help raise awareness of its special operations.

U.S. Army: White Hats Wanted

Case Study • Effie Worldwide, Gold and Silver, North American Effies, 2018

The US Army, the land warfare branch of the United States Armed Forces, created a video ad with secret messages and puzzles in order to recruit white hat hackers who want to use their skills for good.

US Army: 'Independence Day: Resurgence' (US)

Rankings • WARC Media 100, 2018

Contains the creative for the 'Independence Day: Resurgence' campaign for US Army by the agency MRM//McCann in the US.

Why the British Army changed tack with its recruitment advertising

News • 05 February 2018

LONDON: Recruitment advertising for the British Army came in for a blast of criticism last month, but its creators have argued the need to look beyond the “18-30 holiday with helicopters and guns” approach if challenging targets are to ...

US Army under fire over marketing spend

News • 04 January 2018

NEW YORK: An ongoing internal review of the US Army’s marketing and advertising budget appears to question the effectiveness of almost $1bn spending on marketing programs.

The British Army: This is Belonging

Case Study • Data and Marketing Association, Grand Prix, 2017

The British Army used tagging technology, machine learning and AI to change its communication strategy and successfully increase applications among different target groups across the UK.

Non-profit, public sector & education