US Navy, Campell-Ewald renew contract
The US Navy has renewed its relationship with agency Campbell-Ewald for advertising and marketing communications around recruitment following a mandatory rebid.
Campbell-Ewald first won the account in 2000 with agency partners Accentmarketing and Global Hue Partners, meeting monthly recruiting goals in the ensuing eight-year period.
One of Campbell-Ewald's first efforts was to increase the Navy's Internet presence with a campaign on Navy.com targeting 16- to 24-year-olds.
Digital work has continued to play an important role.
In 2008, the agency conceived and launched the online community NAVYForMoms.com, which now includes over 15,000 members.
“Life in the Navy is often a mystery for parents and a matter of special concern for moms,” said David Linabury, social media director at Campbell-Ewald, in a statement. “We created NAVYForMoms.com as a real community. Mothers join because they value the honest responses and genuine support they get from other Navy moms about their questions.”
Campbell-Ewald also has created a presence for the Navy on Facebook, YouTube and Twitter.