The Army: Def04

Client:

The Army

Agency:

Shelton Fleming

Project:

Defence 2004

Challenge:

create a face-to-face communications strategy to 'take Defence to the nation', engaging primarily with potential recruits and 'gatekeepers.'

Solution:

immersion in Army life to understand this unique organisation;and rigorous planning of a major communications exercise including audience analysis, data capture, venue research, sponsorship, marketing, creative concept and market testing.

Results:

two reports,enabling COI to run an industry tender for implementation.