RAF appoints Lean Mean Fighting Machine

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mad.co.uk

04/05/2007

The Royal Air Force (RAF) has appointed online advertising agency Lean Mean Fighting Machine to manage its web recruitment ads, following a pitch managed by the Central Office of Information (COI).

The agency won the account from incumbent Dialogue DLKW, who's parent Delaney Lund Knox Warren & Partners has handled above-the-line activity for the RAF for three years.

The RAF's online media planning and buying has not been affected by the review and will continue to be handled by i-level.

Lean Mean Fighting Machine will work collaboratively with other agencies on the RAF's roster to ensure online activity is fully integrated with above- and below-the-line advertising.

The next campaign aims to raise awareness of the air force and encourage 16-24 year olds to find out more about its career opportunities.

David Ogden, head of digital media at the RAF, said: "The RAF is a modern, dynamic and exciting organisation in which to work and as our recruitment targets have increased we need to attract more and more young people. This audience is immersed in online media so it's crucial that we have a powerful presence here.”

The last RAF advertising campaign by Delaney Lund Knox Warren & Partners sought to highlight the range of careers available at the service, using the strapline ‘You don't have to be a pilot to fly in the RAF'.