AdMission: Russ’ advertising pitch for the ADF recruitment crisis

AdMission co-host and marketing guru Russel Howcroft says the ADF’s recruitment crisis stems from ineffective messaging and a lack of national pride.

LISTEN TO THE FULL PODCAST EPISODE BELOW

“What is interesting for me is that it’s rare that I see defence force recruitment advertising,” Russel said on the AdMission podcast.

“You need to talk to the mum, the dad, the granny, the grandpa—so when Sally says at Christmas, ‘I’m joining the Navy,’ Grandpa says, ‘Great idea.’”

He argues the military should be more visible in public.

“Just that street presence creates a sense of brand.”

“The deal’s a good deal. No HECS, you get paid, and you develop discipline you’ll use for life.”

SUBSCRIBE TO ADMISSION