AdWeek: Army Begins Its Agency Search

Advergame effort

The U.S. Army is putting its $200 million account up for review, as it must do periodically both by law and regulation. Leo Burnett currently handles the duties. Agencies hoping to take advantage of the review should be cautioned that historically the military service account reviews have proved a waste of time (and many new business budgets), as incumbent agencies tend to have a lock on the account, even if the government agency isn't allowed to hint that the entire process is just to satisfy Congress and the bean counters.

The Army started doing some very interesting online and advergaming efforts a couple years ago, most centered on its America's Army video game - a first-person shooter that has stood up to the test of the toughest video game critics. The game hits the Army's target sweetspot and tries to give those boys a sense of the thrill and camaraderie of small unit actions.