U.S. Army changes recruitment approach with new advertising agency

  • 2019-06-08
  • Source: UPI
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The U.S. Army announced it will reallocate its marketing, advertising and recruiting funds following an internal audit.A letter last week from Mark T. Esper, Secretary of the Army, sent to leaders of the Army, Army National Guard and Army Reserve, said in part that "this reassignment includes transfer of authorities and responsibilities, personnel, and resources (funding, equipment, and property)." It dissolves the Army Marketing and Research Group and forms the Office of Chief Army Enterprise Marketing, effective Aug. 1.

The new agency will be part of the Army's Office of the Deputy Chief of Staff, which oversees all matters related to the management of Army manpower and personnel, and will relocate to Chicago from Arlington, Va., reported Military.com.

Chicago is also the home of the advertising agency DDB, the Army's new partner responsible for advertising pertinent to recruitment. In November, the Army left McCann Worldgroup, which had been its advertising firm for 12 years. An advertising contract with the Army oversees about $4 billion in spending over 10 years.

DDB has increased its staff since it won the account.
Read more at UPI

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