The U.S. Air Force, Washington, formally beginning its previously announced advertising review for spending of up to $50 million, on April 25 issued a request for advertising agencies' proposals that could tie some compensation to how successful the winning agency's recruiting ads are. The U.S. Army's current review is expected to tie a chunk of agency compensation to recruiting success, but there was no previous indication the Air Force would follow the same path. The Air Force's current contract with Bozell Kamstra, Dallas, pays the agency based on its costs, then adds a service fee. The Air Force proposal, put online on April 25 at eps.gov, says part of the fee will be based on how successful the agency is at various tasks including recruiting, retention, brand awareness, creative and small business contracting. Unlike the Army, the Air Force is not setting any minimum size for agencies applying for its contract.
Copyright April 2000, Crain Communications Inc.