FINALIST
CLIENT: GCHQ
AGENCY: TMP Worldwide
CREATIVE TEAM: Neil Harding and Mark Fones
"Inside GCHQ’s walls, the culture, opportunities, creativity and technological exploration make for an interesting career, hence the positioning brand statement: ‘It’s an interesting world’. This has provided the platform for a new wave of recruitment. While still largely online, the strategy this time has been to bombard specific audiences with layered messages – so, instead of a one-hit campaign focusing on, for example, technology, the campaign features strands of messaging around location, lifestyle, rewards, working culture and technology. This is, in effect, creating a new brand articulation and making it work much harder in recruitment terms.
"The proof of the pudding is in the response and GCHQ is well on course to meet its challenging recruitment targets. We are now looking at extending this brand internally."