ARMY OFFICIALS PRAISE BURNETT'S RECRUITMENT CAMPAIGN

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(Sept. 4, 2001) -- U.S. Army officials today are praising Leo Burnett USA's "Army of One" ad campaign as a major reason the service has met its recruitment goals for the year a month ahead of schedule.

While admitting the worsening economy also may have played a role in driving people to enlist, the officials said the campaign that a year ago replaced "Be all you can be" has translated into increased interest and increased attention in the Army.

Helping the service was Burnett's Internet campaign that featured two-minute Web documentries for 12 weeks of the recruits entering, going through and finally graduating basic training.

Army Secretary Thomas E. White said the results were a "remarkable achievement" that came as part of teamwork in the recruiting process including not only Burnett but Army recruiters and Burnett partners Cartel Creativo, San Antonio (Hispanic) and Images USA, Atlanta (African-American).

Maj. Gen. Dennis D. Caven, commander of the Army recruiting command, said the agencies "have picked up their rucksack and [provided] especially powerful creative efforts."

He said the ads "hit a home run" with the target market. -- Ira Teinowitz

Copyright September 2001, Crain Communications Inc.

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