Weber Shandwick retains Army account as part of McCann win

FORT KNOX, KY: The US Army retained AOR McCann Worldgroup which encompasses an IPG network including Weber Shandwick.

FORT KNOX, KY: The US Army retained AOR McCann Worldgroup which encompasses an IPG network including Weber Shandwick.

The budget is between $184,000,000 and $200,000,000 annually, and the contract is for one year with four one-year option periods, not to exceed five years, according to a release.

"After extensive evaluations of submitted written technical proposals and oral presentations the Army determined that the McCann Worldgroup proposal was the most advantageous response to the marketing and advertising objectives as expressed in the request for proposal," added the release.

When the Army posted the review in August, PRWeek reported that one of the challenges for the incoming agency will be to address what the Army says is a declining population of recruits, due to medical issues such as obesity, asthma, and drug use, legal issues, competition from colleges, and an overall declining interest in military service.

The agency network, including McCann Erickson, NAS Recruitment Communications, Momentum, and Weber Shandwick, among others, will handle advertising, public affairs, and direct marketing to support personnel acquisition and retention programs.

When McCann won the $1.35 billion contract in 2005, Weber Shandwick chairman Jack Leslie told PRWeek that the account was “one of the most important assignments we've ever had."

Throughout the relationship, the team rolled out the "Army Strong" slogan and campaign, which it said it will continue to advance in the current partnership. 

The Army's marketing and advertising account comes up for review every five years.

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