The British Army has appointed Engine to convey the changing face of the armed forces ahead of the end of combat operations in Afghanistan later this year and the replacement of the Territorial Army with the Army Reserve last month.
The agency was shortlisted alongside Enter and Ogilvy & Mather, and secured the account following a pitch – led by a combined Partners Andrews Aldridge and WCRS team – in February. The Army will pull out of Afghanistan in 2014 – a move said to mark the first time in a century that the British Army has not been involved in conflict somewhere in the world.
The account win follows Engine’s appointment last year to handle recruitment advertising for The Royal Air Force and Royal Navy, although recruitment marketing activity is not part of the British Army brief.
David Watson, senior campaign manager at the Number 10 campaigns unit, said: “We are delighted to appoint Engine to this account. The Army is fortunate to have the staunch support of the public, and as The Army changes it is essential that the public understand what it continues to do for them.”
Engine secured a place on the Government Creative Framework last year and has since won appointment for the department of business innovation and skills, HMRC and the department of work and pensions.