The US Navy has appointed Michigan’s Campbell-Ewald, part of the Interpublic Group, to handle the account for recruitment and retention of personnel.
The initial contract will run for two months, with five subsequent one-year renewal options. Campbell-Ewald will be offered incentives based on the Navy’s recruitment and retention goals.
The Navy will spend $40-50 million on this campaign in the next year, and estimates the value of the entire contract at $330 million.
The move follows a six-month review which shortlisted Campbell-Ewald and four others, including Cordiant Communications’ Bates USA and WPP’s Hill and Knowlton. The Navy’s former advertiser, BBDO Worldwide in New York, has not been shortlisted.
News Source: New York Times