MS&L brings in specialists for Army minority push

WASHINGTON: Walls Communications and The Caraway Group, two leading

African-American agencies in Washington, DC, have joined forces to help

extend the US Army's "An Army of One" campaign to African Americans.

Manning, Selvage & Lee, the PR agency leading the campaign, pulled the

firms aboard as part of a larger attempt to update American minorities'

perception of service in the armed forces. "It was our feeling that we

needed to do a better job of educating all minority groups on

opportunities available in today's Army, and how it has changed so

significantly from other opportunities one may have seen 20 years ago,"

said MS&L VP Douglas Smith, who leads the account.

Cartel Creativo, a San Antonio-based firm, is also helping MS&L better

reach Hispanics. Leo Burnett, MS&L's sister ad agency, is the primary

advertising and marketing agency on the account.

Caraway and Walls will be furthering the campaign in two important ways,

according to Smith. They will be courting African-American press,

offering, among other things, stories and images of African-American

soldiers currently serving. Second, they will be facilitating meetings

between Army recruiting officials and African-American opinion leaders,

such as the NAACP and the Urban League, both of which are Walls clients.

The Caraway Group won the account to do PR for the NAACP Image Awards

last month.

Leo Burnett's contract with the Army, won in 2000, stretches for five

years with a renewal option. According to Smith, both Walls and Caraway

will stay with the campaign indefinitely.

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