US Army counters fall in recruitment

WASHINGTON: The US Army is sounding out marcoms support for a campaign aimed at reversing persistent shortfalls in enrolment.

The five-year integrated marketing effort, worth around £435m, will be awarded to a single full-service agency that will support everything from advertising to publicity programmes, internet campaigns, event marketing and media relations.

The army's recruitment drive, previously overseen by Leo Burnett Worldwide, underwent a budget expansion after the 9/11 terrorist attacks.

The army has just released its latest recruitment statistics and said it had failed to reach its year-to-date goals. In surveys, parents were less likely to recommend military service than they were immediately after 9/11.

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