The Madrid-based marketing, events and PR firm took the account, which is put out to pitch each year, for the third consecutive year.
The one year brief is worth around E5 million, with a PR budget of under E2.5 million. The agency pitched against Grupo Zapping, Wundermann, DDB Madrid, Bassat Ogilvy, Grupo Moliner Consultores and Creativos de Publicidad, according to marketing director Raquel Escudero.
Grupo K will promote the Army with a slew of road shows, fairs and events this year, hiring trucks to reach new rural areas. It will target Latin American as well as Spanish young people, including those from Ecuador, the largest immigrant youth population.
Marta Zamacole will lead the Grupo K team, reporting to Colonel Jaime Dominguez Buj, who heads the institution's recruitment division Digerem. The agency will handle all event PR internally, but will use it's Spanish PR firm JA Llorente & O. Cuenca for media relations work.