Marketing That Matters - The inside story of the Army's award-winning recruitment campaign

10/09/19 • 34 min

We continue our new podcast series by looking into the British Army's controversial recruitment campaign, 'This is Belonging'. Launched in 2017, the campaign, which showed the camaraderie of army life, had a simple objective – widen the recruitment pool by moving the message away from guns and tanks to images of more human experiences.Even if it drew scepticism from the media for its emotional tone, it was an instant success, propelling applications to record levels and winning a number of awards, notably gold at the IPA effectiveness awards in 2018. It was followed in 2018 and 2019 with campaigns aimed at attracting recruits from all walks of life – people of all faiths, 'snowflakes' and 'selfie addicts', to quote the latest advertising copy.To tell the story, Marketing Week editor Russell Parsons is joined by Nick Terry, chief marketing officer at Recruiting Group, part of Capita and the firm responsible for British Army recruitment; Rhonwen Lally, senior planner at Karmarama; and Rob Fullerton Batten, associate director in planning at Mediacom.

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Marketing Week Meets: Philip Kotler

Professor Philip Kotler is a writer, author, academic and one of the most influential people in modern marketing.The so-called “father of modern marketing” helped create the template for marketing today. His 1967 text book Marketing Management introduced much needed rigour to the discipline. He also helped popularise the 4Ps of marketing, while his definition of the core purpose of marketing is used as much in 2019 as ever.In this wide-ranging interview, Kotler discusses:- Brand purpose and the key to differentiation - The biggest influence on his career- Why he didn’t become a CMO- The problem with capitalism- The limitations of mass marketing

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