After a lengthy review, the U.S. Army awarded the contract for its five year, $1.35 billion recruitment campaign to the McCann Erickson advertising agency, with the Weber Shandwick firm leading "the PR piece." Both are new to the account; the Army's previous agencies were Leo Burnett and Manning Selvage & Lee. Weber Shandwick's Jack Leslie said the Army acount "is one of the most important assignments we've ever had" and will involve their "offices across the country" in a "highly integrated" marketing effort. The Army contract includes "advertising, direct marketing, promotions, events, and internet efforts." The Army's current focus on "parents and other influencers" of potential recruits, appealing to their "patriotism and sense of duty," will likely continue, as will use of the "Army of One" slogan developed by Leo Burnett.
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