Defence Force Recruiting
As at 16 Oct 2026, AccountMoves records 1 current agency for Defence Force Recruiting: TBWA\Melbourne (creative, since 21 Nov 2024). Agency changes reported since 2016: 1. Last reported move: 21 Nov 2024. Based on reported moves only, with sources.
Marketing lead: Fiona Boughton (General Manager, Marketing, since 29 July 2024) · Total appointments: 1
Roster: TBWA\Melbourne (creative) Small roster
Last review on record: 21 Nov 2024 · Marketing lead since: 29 July 2024 (source)
Agency timeline Which agency has held each account, by discipline
creative, credited 14 Apr 2023 · 1 campaign
Latest: campaign via Campaign BriefVML VMLSeen in credits only
creative, credited 17 June 2024 to 19 Sept 2024 · 6 campaigns
Latest: campaign via Campaign BriefVML Australia VML AustraliaSeen in credits only
creative, credited 18 Sept 2024 · 1 campaign
Latest: campaign via LBBTBWA\Melbourne TBWA\MelbourneReported appointment
creative, 21 Nov 2024 to now · 1 yr 11 mth
Sources: Campaign Brief
media, credited 14 Apr 2023 · 1 campaign
Latest: campaign via Campaign BriefUniversal McCann Universal McCannSeen in credits only
media, credited 10 Dec 2024 · 2 campaigns
Latest: campaign via Mediaweek
Solid bars are appointments on record (confirmed or reported). Hatched bars are agencies seen in campaign credits only. Hover or tap a bar for dates and sources.
Agency roster by discipline Tenure in years
| Discipline | Agency | From | To | Tenure | Retained |
|---|---|---|---|---|---|
| creative | TBWA\MelbourneCurrent | 21 Nov 2024 | Now | 1.9 | 0 |
Agency changes on record Since 2016 · based on reported moves only
| Date | Change | Source |
|---|---|---|
| 21 Nov 2024 | creative: VML to TBWA\Melbourne | Campaign Brief |
Includes changes the client chose and changes forced by the agency side (resignations, closures). See each source.
Seen in credits Agencies credited on Defence Force Recruiting campaigns. Evidence of work, not a confirmed appointment or a win
| Agency or company | Credited for | First seen | Last seen | Campaigns | Latest source |
|---|---|---|---|---|---|
| Universal McCann Seen in credits | media | 10 Dec 2024 | 10 Dec 2024 | 2 | campaign via Mediaweek |
| VML Seen in credits | creative | 17 June 2024 | 19 Sept 2024 | 6 | campaign via Campaign Brief |
| Collider Seen in credits | production | 29 July 2024 | 19 Sept 2024 | 6 | Unlike Any Other Job via B&T |
| VML Australia Seen in credits | creative | 18 Sept 2024 | 18 Sept 2024 | 1 | campaign via LBB |
| Photoplay Seen in credits | production | 29 July 2024 | 29 July 2024 | 1 | Unlike Any Other Job via B&T |
| Sitecore Seen in credits | other | 17 June 2024 | 17 June 2024 | 1 | campaign via Campaign Brief |
| VMLY&R Seen in credits | creative | 14 Apr 2023 | 14 Apr 2023 | 1 | campaign via Campaign Brief |
| Universal McCann Australia Seen in credits | media | 14 Apr 2023 | 14 Apr 2023 | 1 | campaign via Campaign Brief |
Also credited People named once in Defence Force Recruiting campaign credits
Commodore Jan Wiltshire (Director General Defence Force Recruiting, Defence Force Recruiting, Campaign Brief) · Lieutenant Renee Clarke (Staff Officer Recruiting Attraction, Defence Force Recruiting, Campaign Brief) · Lieutenant Maxwell Stein (Staff Officer Recruiting Attraction, Defence Force Recruiting, Campaign Brief) · Fiona Boughton (General Manager, Marketing, Defence Force Recruiting, Campaign Brief) · Zerlina Burns (National Marketing Manager, Defence Force Recruiting, Campaign Brief) · Sonia Drew (Navy Brand Lead, Defence Force Recruiting, Campaign Brief) · Shirley Stracchi (Navy Marketing Officer, Defence Force Recruiting, Campaign Brief) · Inci Omay (Social Media Lead, Defence Force Recruiting, Campaign Brief) · Hannah Little (Social Media Officer, Defence Force Recruiting, Campaign Brief) · Marc Unger (National Digital, CX & Social Media Manager, Defence Force Recruiting, Campaign Brief) · Major Sandy Campbell (Staff Officer Recruiting Attraction, Defence Force Recruiting, Campaign Brief) · Justin Stanic (Head of Marketing, Defence Force Recruiting, Campaign Brief) · Penny Calvert (Tri-Service Brand Lead, Defence Force Recruiting, Campaign Brief) · Travis Hanson (Tri-Service Marketing Specialist, Defence Force Recruiting, Campaign Brief) · Holly Carter (Tri-Service Senior Marketing Officer, Defence Force Recruiting, Campaign Brief) · Natalie Menotti (Tri-Service Marketing Officer, Defence Force Recruiting, Campaign Brief) · Gemma Tait (Tri-Service Senior Marketing Officer, Defence Force Recruiting, Campaign Brief) · Captain Jake Rudge (Staff Officer Recruiting Attraction Army, Defence Force Recruiting, Campaign Brief) · Captain Harry Tibben (Staff Officer Recruiting Attraction Army, Defence Force Recruiting, Campaign Brief) · Megan Pitcher (Army Brand Lead, Defence Force Recruiting, Campaign Brief) · Flight Lieutenant (Staff Officer Recruiting Attraction Air Force, Defence Force Recruiting, Campaign Brief) · Tom Woods (Carley Trethowan Air Force Brand Lead, Defence Force Recruiting, Campaign Brief) · Tegan Rendich (Senior Social Media Officer, Defence Force Recruiting, Campaign Brief) · Maxine Monus (Army Senior Marketing Officer, Defence Force Recruiting, Campaign Brief) · James Wills (Creative Director, VML, Campaign Brief) · Robyn Bergmann (Creative Director, VML, Campaign Brief) · Divya Singh (Senior Art Director, VML, Campaign Brief) · Andy McInerney (Senior Copywriter, VML, Campaign Brief) · Taylor Aranki (Art Director, VML, Campaign Brief) · Lukas Meintjes (Art Director, VML, Campaign Brief) · Texas Williams (Copywriter, VML, Campaign Brief) · Mel Herbert (Lead Producer, VML, Campaign Brief) · Stevi Russell (Photography Producer, VML, Campaign Brief) · Sarah Bailey (Managing Director, VML, Campaign Brief) · Rhys Thomas (Group Account Director, Campaign Brief) · Sarah Latremoille (Senior Account Director, Campaign Brief) · Maddi de Winter (Account Director, Campaign Brief) · Charlie Kuster (Senior Account Manager, Campaign Brief) · Jessica Osrin (Account Manager, Campaign Brief) · Lewis Barnes (Designer, Campaign Brief) · Brock Willis (Designer, Campaign Brief) · Aleksandar Janev (Lead Editor, Campaign Brief) · Opie Sayner-Hassall (Editor, Campaign Brief) · Mitch Clark (Motion Art Director, Campaign Brief) · Alison Tilling (Chief Strategy Officer, Campaign Brief) · Rachel Walker (Head of Strategy, Campaign Brief) · Rupert Sanders (Director, Collider, Campaign Brief) · Ben Scandrett-Smith (EP/Producer, Collider, Campaign Brief) · Jeremy Rouse (DOP, Campaign Brief) · Alex Holmes (Production Designer, Campaign Brief) · Adam Wills (Editor, Campaign Brief) · Billy Wychgel (Colourist, Campaign Brief) · Hoss Ghonouie (Post Producer, Collider Studio, Campaign Brief) · Lance Gurisik (Music Creative Director, Massive Music, Campaign Brief) · Katrina Aquilia (Sound Producer, Abby Sie, Campaign Brief) · Adam Ferguson (Photographer, Photoplay Photography, Campaign Brief) · Ross Colebatch (Producer, Photoplay Photography, Campaign Brief) · Oliver Black (Photography Assistants, Photoplay Photography, Campaign Brief) · Archie Sartracom (Photography Assistants, Photoplay Photography, Campaign Brief) · Will Davis (Photography Assistants, Photoplay Photography, Campaign Brief) · Maria Ngo (Social Media Content Manager, DFR, Defence Force Recruiting, Campaign Brief) · Jacqui Day (Brand Portfolio Manager, DFR, Defence Force Recruiting, Campaign Brief) · Kieran Moroney (Creative Director, VMLY&R, Campaign Brief) · Madi Moorhead (Senior Account Manager, VMLY&R, Campaign Brief) · Alison Hatt (Performance Director, Universal McCann Australia, Campaign Brief) · Huma Nasir (Performance Manager, Universal McCann Australia, Campaign Brief) · Chris Lewis (Senior Creative Producer, APAC, Paper Triangles, Campaign Brief) · Madeline Moore (Senior Creative Strategist, APAC, Paper Triangles, Campaign Brief) · Lieutenant Renee Clark (Staff Officer Recruiting Attraction Navy, Defence Force Recruiting, B&T)
Full history Every pitch, review, win and retention
| Announced | Decided | Type | Discipline | Incumbent | Winner | Also pitched | Est. $m | Status | Source |
|---|---|---|---|---|---|---|---|---|---|
| 21 Nov 2024 | 21 Nov 2024 | win | creative | VML | TBWA\Melbourne | reported | via Campaign Brief |
Marketing leaders
| Person | Title | From | To |
|---|---|---|---|
| Travis Hanson | Tri-Service Marketing Specialist | 14 Apr 2023 | Now |
| Jacqui Day | Brand Portfolio Manager, DFR | 14 Apr 2023 | 14 Apr 2023 |
| Fiona Boughton | General Manager, Marketing | 29 July 2024 | Now |
| Zerlina Burns | National Marketing Manager | 29 July 2024 | Now |
| Sonia Drew | Navy Brand Lead | 29 July 2024 | Now |
| Justin Stanic | Head of Marketing | 29 July 2024 | Now |
| Penny Calvert | Tri-Service Brand Lead | 29 July 2024 | Now |
| Holly Carter | Tri-Service Senior Marketing Officer | 29 July 2024 | Now |
| Natalie Menotti | Tri-Service Marketing Officer | 29 July 2024 | Now |
| Gemma Tait | Tri-Service Senior Marketing Officer | 29 July 2024 | Now |
| Megan Pitcher | Army Brand Lead | 29 July 2024 | Now |
| Tom Woods | Air Force Brand Lead | 29 July 2024 | Now |
| Maxine Monus | Army Senior Marketing Officer | 29 July 2024 | Now |
| Shirley Stracchi | Navy Marketing Officer | 10 Dec 2024 | Now |
Stated reasons and comments Paraphrased, with source links
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