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JWT puts part-time soldiers into a noisy front line

Dunno who’s in charge of UK armed services recruitment these days but it looks as though Brigadier ‘Buffy’ Missthepointcompletely has been put out to grass.

A couple of weeks ago we had a decent Royal Navy ad from WCRS and now JWT London has entered the lists for the Army Reserve. This used to be the Territorial Army, part-time soldiers, who seem to be taking over completely. Which may be a debatable strategy but that’s not the agency’s fault.

At least this new one has guns and loud explosions, as opposed to promoting the Army as an overseas holiday with bits of apprenticeship included (although there’s a bit of that).

Another stripe for JWT. On the MAA creative scale: 6 (these ratings are tough, you know).

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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