McCann retains US Army contract

Share this content:

The US Army has retained McCann Worldgroup as its agency responsible for a full range of advertising and marketing services including direct marketing. The agency's new contact will begin April 7, said Dan Elkins, deputy for public affairs at the Army's Mission and Installation Contracting Command.

McCann will provide a full-range of general advertising, public affairs support and direct marketing to support personnel acquisition and retention programs for the Army, including a continuation of the “Army Strong” theme, added Susan Irwin, worldwide communications director at McCann Worldgroup.

Elkin noted that the overall goal of the project is recruiting.

McCann won the contract after an RFP process that took place last August, said Elkins. The new contract is worth $184 million to $200 million annually, depending on the number of projects awarded by the Army, said Elkins. This budget includes media buying. The contract will span one year with four one-year option periods. Grey and Y&R also pitched for the account, according to agency sources. Other agencies listed as "interested vendors" to the original RFI, such as Harte-Hanks and PR firm Edelman, said they did not take part in the pitch.

McCann has handled the Army's advertising since 2005. Its US Army team will be comprised of about 300 people from the following seven companies: McCann Erickson; relationship marketing agency MRM Worldwide; media agency Universal McCann; branding and recruitment shop NAS Recruitment Communications; Momentum; PR agency Weber Shandwick; and Hispanic shop Casanova Pendrill.

An MRM representative did not immediately respond to calls seeking comment about the direct marketing portions of the account.

Independent companies Carol H. Williams Advertising, Gravity Media, Proof Advertising, and Sensis will also work on the account.

“We are thrilled and deeply honored to have been reappointed as the integrated marketing communications agency for the US Army,” said Nick Brien, CEO of McCann Worldgroup, in a statement. “We are extraordinarily proud of introducing and advancing the ‘Army Strong' campaign platform.”

Loading links....

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

DMN's Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here