U.S. Army Account to McCann Erickson
UPDATED: After a long search, the U.S. Army taps McCann Erickson to handle ad duties, including its GoArmy.com Web presence.
The U.S. Army awarded its $200 million-a-year contract to Interpublic Group’s McCann Erickson. The decision, made after a lengthy search, means McCann will handle the GoArmy.com site, as well as interactive advertising.
The contract includes campaigns for the Active Army and Army Reserve units.
Components of the account will be divided among McCann Worldgroup agencies. MRM Worldwide will take on online and Universal McCann will handle media planning. Additional agencies on the account include McCann Erickson for advertising; Weber Shandwick for PR and Momentum Worldwide for event marketing.
McCann Erickson will begin work almost immediately, according to U.S. Army Public Affairs Officer Paul Boyce. He said exiting agency Leo Burnett and McCann will work cooperatively over a three-month transition period with a hand-off in March of next year when the Army’s contract with McCann Worldgroup officially begins.
The Army’s interactive efforts include the America’s Army computer game, which was also developed into a consumer video game. That initiative was handled in-house, rather than by an agency.
