The latest contract is for one year, renewable up to five years. The exact amount to be spent depends on congressional appropriations but is typically less than the maximum.
As with other military services, the National Guard contract includes considerable spending for non-measured advertising. The National Guard uses public-service messages for its TV ads.
The contract covers advertising for all of the National Guard units including the National Guard Bureau, the Army National Guard and the Air National Guard. The Guard Bureau uses the tagline "Always ready. Always there"; the Air Guard uses "Guarding America, Defending Freedom"; and the Army National Guard has for its tagline "National Guard: You Can."
LM&O has held the account since 1995; Bozell had the account before that. The 1995 win was the newly independent LM&O's first major win.
"The National Guard was our new agency's first account of significant size, and it has remained for a dozen years an account of considerable pride to our team," said agency president Doug Laughlin.
Among other agencies competing was Mullen, Wenham, Mass.