After a lengthy [3] review [4], the U.S. Army awarded the contract for its five year, $1.35 billion recruitment campaign to the McCann Erickson [5] advertising agency, with the Weber Shandwick [6] firm leading "the PR piece." Both are new to the account; the Army's previous agencies were Leo Burnett [7] and Manning Selvage & Lee [8]. 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 [9], direct marketing, promotions, events, and internet efforts." The Army's current focus on "parents and other influencers [10]" of potential recruits, appealing to their "patriotism and sense of duty," will likely continue, as will use of the "Army of One [11]" slogan developed by Leo Burnett.