Army poised to enlist Burnett

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The U.S. Army on June 27 named Leo Burnett USA, Chicago, lead agency on its $130 annual account. Burnett beat Campbell-Ewald, Warren, Mich., in a shoot-out to win its first major chunk of federal government business. Incumbent lead agency Y&R Advertising, New York, didn't participate in the review. Chisholm-Mingo Group, which handled creative aimed at the African-American market, was part of the Campbell-Ewald team of agencies vying for the Army account. Also pitching with Campbell-Ewald were Accent Media, Miami, and Initiative Media, Los Angeles. Pitching with Burnett were Images USA for African-American creative; Cartel Creative for Hispanic; and Starcom USA for media. The Army contract is for a year with three renewals, and it includes the Army's first use of compensation partially based on recruitment success. The Army excluded agencies with less than $350 million in billings from being prime contractors, angering smaller, minority-owned shops. Minorities account for about 40% of Army recruits.

Copyright June 2000, Crain Communications Inc.

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