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US Army reviews $4bn ad contract

News, 09 January 2017
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WASHINGTON DC: The US Army has given notice of its requirement for an advertising agency to give full-service support to a nationwide campaign focused primarily on recruitment and retention.

According to the Army's request for proposal (RFP), the contract awarded to the selected agency could last up to 10 years with a spending ceiling that will not exceed $4bn.

The scope of the work would cover not just the regular Active Army, but also the Army Reserve, Army Civilian workforce and the National Guard, and involve everything from strategic planning to interactive marketing, social media and multi-cultural advertising.

"The selected agency is required to develop and execute successful national and local marketing communication efforts in support of the development of a vibrant marketing and advertising strategy and subsequent marketing plans required to transform the mindset of the target audiences," the document states.

"The strategies and marketing plans encompass the enlisted and officer manpower requirement for the Total Army Force. In addition, campaigns may be required for influencer and multi-cultural markets," it adds.

McCann Worldwide has held the business since 2005 and the Army extended its relationship with the network last November by nearly a year and a half past its original expiration date. According to sources speaking to Adweek, McCann will defend the business in the review.

The Army originally announced that it was putting its marketing account up for review in November 2014 and said at the time that the organisation spends between $184m and $200m on marketing annually. It is estimated that McCann earned revenues of $15m to $20m from the business.

Data sourced from Department of the Army, Adweek; additional content by Warc staff

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