WASHINGTON, DC: The US Navy is building PR into a new marketing program for the first time.
WASHINGTON, DC: The US Navy is building PR into a new marketing
program for the first time.
Steve Lowry, a public affairs officer at Navy Recruiting Command,
confirmed last week that the organization will issue a dollars 50
million advertising and marketing RFP within the next few days, a
significant percentage of which will be dedicated to PR. Though the Navy
currently employs 188 public affairs staffers, its top marketing execs
apparently see a need for more proactive promotion via the Internet and
News of the RFP comes on the heels of a report due to be released to
Congress this week, in which the military’s recruiting efforts are
roundly criticized - despite the annual spending of dollars 265 million
The report, penned by DC-based ad firms Sawyer, Miller & Co. and Murphy,
Pintak, Gautier & Hudome, also suggests that the four arms of the
military should be developing distinct brand identities.
’It is very difficult to recruit nowadays, especially with the
unemployment figures so low,’ Lowry said. ’We really need to say
something about the opportunities for young people.’
Omnicom-owned BBDO Worldwide has held the Navy’s ad account for the past
13 years, at one point bringing in film director Spike Lee to create TV
campaigns. But according to Lowry, the US Navy wants to move to a
results-based compensation model for its marketing agencies, and is keen
to see what other firms have to offer.
Details about the RFP will likely be available this week at
The Navy expects to award the contract by October 1.