Ad agency retains Pentagon contract for recruitment marketing



BOSTON – Mullen said it has successfully defended its status as lead agency on the U.S. Department of Defense Joint Military Advertising, Market Research & Studies account following a review.

The contract is periodically reviewed, per federal guidelines.

The Interpublic Group agency in Wenham, Mass., has worked on the account since 2002. The new contract runs one year, with four renewal options. The total estimated annual contract value is $50 million for agency and subcontractor services, production and paid media expenditures. Estimated annual measured media spending has been $12-15 million in recent years.

The client supports all branches of the U.S. military with communications directed to adults who are influential in helping potential enlistees evaluate career training and options.

The most recent effort from Mullen invited parents to prepare for a conversation about joining the military, presenting the child’s argument from the point of view of the parent. Ads have been mainly print based and stressed the importance of open and honest communication.

“A military career is a serious consideration requiring a great deal of thought, information and dialogue,” said Tom Jump, evp, managing director at Mullen. “Our company recognizes the importance of this subject, and we’re honored to continue to represent the U.S. military.”

Per DOD policy, the other review contenders were not disclosed.


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