U.S. ARMY NARROWS ADVERTISING REVIEW

Grey Worldwide and Y&R Dropped

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WASHINGTON (AdAge.com) -- The U.S. Army has eliminated WPP Group’s Grey Worldwide and Y&R as finalists for its $1 billion account.
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The move comes as a surprise since Y&R was once an agency for the Army and adapted the tagline “Be All That You Can Be” first created by N. W. Ayer.

Still in contention
Still in contention are Publicis Groupe’s Leo Burnett USA, Chicago; Omnicom Group’s BBDO, Atlanta; WPP’s Ogilvy & Mather and Interpublic Group of Cos.’ McCann Erickson, both New York. The Army is due to award a two-year contract, with up to three one-year extensions, good for a total of five years.

The Army declined to comment or confirm finalists have been chosen. “The Army does not discuss ongoing contracting requests for proposal out of respect for the federal acquisition regulations,” said Paul Boyce, an Army spokesman.

Burnett's repeated extensions
Burnett came up with the current “Army of One” campaign. Its original contract to do Army work ended more than a year ago but has been repeatedly extended by the Army because of issues in seeking a new contract. One review was canceled and others have been delayed. Burnett now has a "bridge" contract that could extend through next March, though the Army hopes to award a new contract by year’s end.

A Grey official declined to comment, and Y&R couldn’t immediately be reached.

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