The U.S. Army has awarded its advertising account to Interpublic Group's McCann Erickson, deciding against incumbent Leo Burnett, reports AdAge (via MediaBuyerPlanner). The two-year contract, which can be renewed for three subsequent one-year periods, is worth up to $1.35 billion, making it the government's largest ad account.
Agencies involved include creative agency McCann, media agency Universal McCann, MRM for digital and interactive, Momentum for event marketing, and public relations agency Weber Shandwick.
The other finalists were WPP Group's Ogilvy & Mather, New York, and Omnicom Group's BBDO, Atlanta.
The review had drawn fire because Burnett's original contract, slated to end more than a year-and-a-half ago, was repeatedly extended. The Army extended the contract with Leo Burnett a final time in September to avoid an interruption in its advertising during the transition period following its review.
Burnett will continue working on the account through a three-month transition, and creative from McCann isn't likely until next summer.
Previous coverage:
- 'Army of One' Campaign Dissed and Dismissed
- U.S. Army Narrows Review to Four
- Army Again Extends Burnett Contract
- Army Reissues $200MM Review, Keeps Agencies Off Balance
- Army Extends Burnett Contract, to Spend up to $50MM More
- Army: Never Mind… $200MM Review on Again
- U.S. Army: Just Kidding about the $200MM Review
- U.S. Army Reviews Account