Saatchi bypasses Rowland for Army recruitment drive

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.

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.



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