VML and Defence Force Recruiting part ways; Account moves to TBWA\Melbourne

November 21 2024, 12:23 pm | BY Ricki Green | No Comments
VML and Defence Force Recruiting part ways; Account moves to TBWA\Melbourne

After an unprecedented six-year long term, VML and Defence Force Recruiting have announced that their partnership will come to an end in March 2025 as Defence Force Recruiting names TBWA\Melbourne as the newly-appointed creative and digital agency partner.

 

VML was appointed in early 2019 taking over from incumbent agency at the time Havas Host, which held the account for four and a half years, taking over from Y&R back in 2013.

Says Thomas Tearle, CEO, VML AUNZ: “Helping to protect the commonwealth is the honour of a lifetime, and we are incredibly grateful for the opportunities our partnership with DFR has afforded us and our team. Working with the Navy, Army, and Air Force, we have learned and experienced so much and have forged enduring professional and personal relationships that will continue long into the future.

“We could not be prouder of the new ADF Careers Masterbrand identity, the subsequent campaign, and the new Sitecore website environment: adfcareers.gov.au. Delivering these types of projects is never simple, especially in such a complex environment, and we are so encouraged by the results, including 56% recognition of the new ADF Careers campaign— almost double the norm for a federal government campaign—as well as six consecutive months of more than 10,000 application starts and the highest application volumes in 20 years in August 2024. We hope to see these go from strength to strength in the coming years.

“We now turn our attention to facilitating the most elegant, professional, and efficient transition we can deliver, which we see as a significant part of our legacy. We aim to leave DFR in the best possible position for success heading into FY25/26.

“In parallel, we are now looking forward to embarking upon new client partnerships to work with the high-performing team we assembled for DFR.

“Finally, we want to personally thank Commodore Jan Wiltshire for her leadership and say thank you to her team, past and present, for their genuine partnership over our tenure.”