Defense Department Hands Recruitment Account to Mullen

Government Agency's Spending Could Reach $50 Million

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WASHINGTON (AdAge.com) -- The U.S. Department of Defense is giving Mullen a second turn at its joint-services-recruitment marketing, awarding the Wenham, Mass., agency a contract that could reach $50 million a year.
As is typical with military contracts, exact spending depends on Congress and a chunk of the business covers nonmeasured-media activities.
As is typical with military contracts, exact spending depends on Congress and a chunk of the business covers nonmeasured-media activities.

The one-year contract can be extended up to four more years.

Depends on Congress
As is typical with military contracts, exact spending depends on Congress and a chunk of the business covers nonmeasured-media activities. In recent years, measured spending has been about $12 million to $15 million a year and total spending so far has been far less than $50 million.

The Interpublic Group of Cos. shop has been the agency of record since 2002 on what the military calls its Joint Advertising, Market Research & Studies (more commonly known as "JAMRS") effort. The Defense Department did not identify other competitors that were in the hunt.

Recent effort
Mullen's most recent effort, which has run since late 2005, is aimed at the parents and influencers of potential recruits and urges that those influencers "make it a two-way conversation" and to "get the facts" about military service. The Defense Department's marketing serves to bolster recruiting efforts from the Army, Navy and other branches of the military.

In a statement, Tom Jump exec VP-managing partner at the agency, said the campaign tries to convey the choices in a military career. "A military career is a serious consideration requiring a great deal of thought, information and dialogue," he said. "Our company recognizes the importance of this subject, and we're honored to continue to represent the U.S. military in informing the American public about the benefits of military service."
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