J. Walter Thompson to Keep Marine Corps Account After Long Government Review

Marines Spending Down 33% between 2013 and 2012

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Marines 'Toward the Sounds of Chaos' Campaign
Marines 'Toward the Sounds of Chaos' Campaign

J. Walter Thompson has retained its U.S. Marine Corps account after completing a long and formal government review process.

Since its last review in 2007, J. Walter Thompson Atlanta and WPP sibling agencies at WPP -- including Mindshare, UniWorld Group and SocialSphere -- have supported the Marine Corps' recruitment goals.

Having worked with the Marines for almost seven decades, the shop is used to government-mandated reviews that typically happen every five years. This review process, however, began a couple years late.

The shop's advertising program has spanned brand campaigns and sales support for more than 3,000 Marine Recruiters nationwide, as well as digital efforts involving the client's Facebook and YouTube channels. The team was behind taglines like, "The Few, the Proud," and "Toward the Sounds of Chaos." In 2015, the shop will work on a new campaign integrating various media channels and communications tactics.

"We have a clear understanding of the demographic's evolution and how to translate Marine Corps values and ethos to new generations of Americans," said Perry Fair, president and chief creative officer of J. Walter Thompson Atlanta. "The Marine Corps continues to embrace and share our pioneering spirit, and we work tirelessly to earn their business every day."

Between 2013 and 2012, measured media spending by the Marines' decreased 33%, from $44.6 million to $29.8 million, according to the Ad Age DataCenter.

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