The U.S. Navy is asking for proposals from ad agencies as part of a regular review for its $60- to $90 million media account, according to AdWeek. The U.S. military generally picks an agency for a one-year term that has four relatively easy renewal opportunities, ending in a more major review every five years. The current incumbent, IPG's Cambell-Ewald, will see its contract expire at the end of September. Cambell-Ewald saw its account expanding rapidly, with the Navy approving a special contract expansion agreement in January to boost media weight by about $10 million, according to Defense Industry Daily. All major service branches have increased their online recruiting efforts several fold.
The U.S. Army is also expected to farm out an RFP in June for its $180 million account, currently held by Leo Burnett. That account went into an abortive review last year, with the on-again, off-again effort slated to restart this summer.
Shops that previously competed for the Navy account include Young & Rubicam, Bate, Rapp Collins and Martin/Williams. BBDO, the incumbent prior to Cambell-Ewald's tenure, opted not to compete in that last major review.
