ARMY READIES ANOTHER CONTRACT EXTENSION FOR BURNETT
Latest Contract Move Will Not Effect Agency Review
ARMY REISSUES REQUEST FOR PROPOSALS FOR $200 MILLION AD CONTRACT
For the First Time, Government Account Is Guaranteed for Two Years
WATCHDOG GROUP ATTACKS ARMY AD CONTRACT PROCEDURES
Alleges Leo Burnett Extensions Are 'Attempt to Dodge Competition'
U.S. ARMY EXTENDS LEO BURNETT AD CONTRACT
Agency Gets Six More Months; Account Review Still Expected
U.S. ARMY CANCELS LONG-RUNNING ADVERTISING REVIEW
Six Agencies Left in Lurch After Spending Big Bucks to Prepare Pitches
THE U.S. ARMY NEEDS A FEW GOOD IDEAS
$200 Million Ad Campaign Must Lure Recruits in Wartime
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.