Secret intelligence services

GCHQ – Intelligence Data Analyst Recruitment Campaign

British Intelligence’s best-kept secret? The role of an Intelligence Data Analyst.

Back in WWI, they spotted patterns in enemy signals, changing the course of history.

But a century later, GCHQ noticed a troubling pattern of their own. Women and people from ethnic minority backgrounds weren't applying to become IDAs. The role appeared exclusive, technical, and out of reach.

So we stripped things back. Showing what it truly takes: curiosity, determination, and problem-solving. No degree required.

Results

  • 285% increase in registrations of interest

  • 266% increase in applications from women

  • 240% increase in applications from ethnic minority candidates

  • 42% reduction in marketing spend

  • Winner: Silver EBMAs ‘Best One-Off Employer Brand Campaign’

  • Shortlisted: RAD Awards ‘Equity, Diversity and Inclusion’

SOCIAL ADS

KEEP-WARM COMMS

MI6 – Intelligence Officer Recruitment Campaign

James Bond is the world’s most well-known Intelligence Officer. The only trouble is, he’s not real.

And with every martini, casino and impossible escape, he’s shaped a very specific idea of what an Intelligence Officer looks like.

At MI6, the reality is very different.

Ex-teachers. Ex-marketers. Ex-military. All have incredibly transferable skills that suit intelligence work. We set out to reflect that and change who can see themselves in the role.

Results

  • 64% of ROI campaign sign-ups came from targeted underrepresented groups

  • 42% of ethnic minority and female sign-ups went on to attend an insight event, up from 15% the previous year

  • Shortlisted: RAD Awards ‘Candidate Experience’

  • Shortlisted: PPMAs ‘Candidate Experience’

SOCIAL ADS

INSIGHT EVENT PRESENTATION