WASHINGTON: Six teams gave final presentations last week in their bids to take over the US Army's $180 million integrated recruitment account.
In addition to the incumbent, Publicis' Leo Burnett, the finalists include PR and ad teams led by Grey Global Group, IPG's McCann-Erickson, WPP's Ogilvy & Mather, Young & Rubicam, and Omnicom's BBDO.
Burnett assumed the account in 1999. In 2001, it launched the ongoing "Army of One" campaign, responding to data that suggested the longtime "Be all you can be" slogan was alienating young audiences.
The five-year contract was set to expire in June, but has been extended to December. A decision is expected by the end of the year. Jones Lundin Beals in Chicago is helping to coordinate the mandatory review.