Defence Force Recruitment to pitch $10m creative account

Ashley Regan
By Ashley Regan | 21 November 2023
UX Gun via Unsplash.

The Department of Defence is preparing to pitch its creative and digital account said to be worth at least $10m in revenue, AdNews reveals. 

In a tender notice to market, applications will open February 2024 to fulfill the current arrangement that expires in March 2025. 

The account last went to pitch in 2018 which saw VMLY&R regain the account, after losing it to Havas Host in 2013.

Havas Host held the account for four years with Defence Force extending its three year contract by 12 months in April 2018 to 2019.

VMLY&R then won the account back off Host/Havas at the start of 2019 which AdNews understands resulted in around 50 jobs being made redundant at Havas Host.


The account encompasses a "combination of creative advertising and digital services that supports Defence to recruit the right people, in the right numbers, in order to build, sustain and maximise Defence Capability".

Most recently VMLY&R launched the 'Where It All Begins' campaign which explored the unique learning experiences the Australian Defence Force Academy (ADFA) provides students through a combined university and Defence offering.

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