Advertising agency Saatchi and Saatchi is set to bypass its sister
PR agency The Rowland Company and appoint an in-house PR adviser to work
on its Army recruitment account.
The Directorate of Army Recruitment, which commissioned the campaign,
and the Central Office of Information, which presides over the selection
of government agencies, were believed to want to increase PR on the
recruitment campaigns but did not want to hire a consultancy.
The Rowland Company is part of the Saatchi and Saatchi group but the
Army and the COI would prefer the ad agency to appoint a dedicated PR
professional to work closely with Saatchi and Saatchi.
Saatchi and Saatchi group account director Jeremy Pyne was not available
for comment. However, it is believed that an appointment will be
announced within a week.
The Army has a total marketing budget of pounds 15 million but does not
have any in-house PR resources to work on the recruitment campaign.
Marketing is handled by director of marketing Colonel Rory Clayton.
Saatchi and Saatchi took over the Army recruitment account in 1995 and
helped to achieve a 25 per cent increase in soldier recruitment during
1995 to 1996.