The US Army has issued an open call for mid-sized and large agencies capable of contributing to its nine-figure recruitment and retention advertising and marketing account ahead of a possible review.
Interpublic’s McCann Worldgroup and IPG firms like Weber Shandwick currently handle the $200M-a-year account after defending the business in a lengthy review wrapped up in March 2011. It first won the account in 2005.
The Army’s Marketing and Research Group on Nov. 4 published an open “sources sought synopsis,” asking agencies interested in the work to fill out a questionnaire about the large account, noting subcontracting opportunities may exist for firms in the realm of $15M in billings per year.
McCann's contract includes a base year with four option years, meaning it will likely have the main account locked up through spring of 2016 if the Army triggers those clauses. The Army said MCann’s pact is valued at $960M with all options and current obligations stand at $624M.
The recruiting AOR assignment covers the gamut of integrated marketing from ad strategy to direct marketing and social media.
The Army is planning an Industry Day Forum for the marketing pact on Dec. 3 at the Fort Sam Houston Golf Course in San Antonio, an event billed as a “market research tool” for assessing industry capabilities and to allow interest agencies to network.
Agencies are being asked to respond by Dec. 19. Details of the Army’s search and the questionnaire: PDF.
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