The National Employers' Liaison Committee (NELC) has appointed the
Bates Group to look at its communications strategy, as it makes
preparations for mobilising reservists to assist with the military
campaign against Afghanistan.
NELC, which is responsible for maintaining support among employers for
armed forces reservists, is planning to overhaul its corporate identity
as well as develop new ways of communicating with potential reservists
The brief to Bates, appointed after a competitive pitch by
Lieutenant-Colonel Tim Corry, who is responsible for NELC's marketing,
focuses on brand positioning, public relations and online activity.
It is not known how much the business is worth, but it is thought likely
that the war on terrorism will lead to the government increasing its
funding to the NELC.
The Ministry of Defence is poised to call up dozens of reservists to
assist with the UK's growing military effort in Afghanistan.
Bates' appointment does not directly affect NELC's relationship with the
incumbent on its £1.5m advertising business, Rainey Kelly Campbell
Roalfe/Y&R, though the strategy review could lead to the body diverting
some of its ad budget to other disciplines.
Rainey Kelly declined to pitch for the communications audit brief. A
Rainey Kelly-created campaign, straplined 'Good for Britain: Good for
Business', is currently running on posters and radio.
NELC was established in 1986 at the request of then prime minister
Margaret Thatcher, with a remit to advise the government on how best to
recruit and retain reservists.
This article was first published on Marketing