TBWA\Melbourne Wins Defence Force Recruiting

Australian Defence Force Recruiting (DFR) has appointed TBWA\Melbourne – The Disruption Company®, as their lead creative advertising and digital services agency following a competitive and detailed pitch process.

TBWA\Melbourne will spearhead all creative communications and digital services output, partnering with Omnicom-owned marketing transformation and technology specialist, Credera, to integrate advanced data and technology solutions. CultureVerse also sits within the agency village and will use co-design methodologies to help connect with, and influence, multicultural audiences.

The key focus for the partnership will be to help recruit people to the Australian Defence Force (ADF) to build, sustain, and maximise the Defence capability.

Kimberlee Wells, CEO, TBWA\Melbourne says “This appointment allows us to bring the best of our offering to the table, for the best of all reasons; driving recruitment for the Australian Defence Force. We’re excited to harness our deep strategic and creative capability, cutting- edge innovation and cultural intelligence tools, to deliver meaningful impact across the total brand experience. We can’t wait to get started.”

Paul Reardon, chief creative officer, TBWA\Melbourne, adds “Our team and our agency partners hold the Australian Defence Force in the highest possible regard — we always have. Being asked to use our Creative skills in service of Australia and our Nation’s strategic capability is nothing short of an honour. It’s humbling, and it’s hard to explain just how much this opportunity means to us all. We look forward to reaching new heights for recruitment and working with the incredible Australians within the ADF.”

The transition period is effective immediately with creative and digital services commencing 1 April 2025.