Accounts in Review: U.S. Army Starts Search as American Family Insurance Winds Down

The U.S. Army has begun a review of all of its marketing services, an account with annual media spending of at least $180 million that's now shared by units of McCann Worldgroup, principally McCann Erickson (lead creative) and UM (media). That contest will stretch deep into next year, with the goal of having an agency team on board by March 2016.

At the opposite end of the spectrum are searches for American Family Insurance and Sprint, both of which are near completion. AFI is mulling two finalists and Sprint has zeroed in on one: Deutsch L.A.

1

Sprint, Broadcast Creative

Media spend: $450 million
Incumbent: Figliulo & Partners
Contenders: Deutsch LA, Arnold
Consultant: Mercer Island Group
Completion: November

2

JCPenney, Media

Media spend: $430 million
Incumbent: OMD
Contenders: Incumbent, others to be determined
Completion: January

3

U.S. Army, Creative, Media

Media spend: $180 million
Incumbents: McCann Erickson, UM
Contenders: Incumbents, others to be determined
Completion: March 2016

4

Bloomin’ Brands, Media

Media spend: $150 million
Incumbent: Carat
Contenders: Incumbent, undisclosed others
Consultant: Joanne Davis Consulting
Completion: December

5

American Family Insurance, Creative

Media spend: $150 million
Incumbent: Ogilvy & Mather
Contenders: Grey, BBDO
Completion: November

6

Brown-Forman, Global Media

Media spend: $100 million
Incumbent: UM
Contenders: Incumbent, Maxus, MediaVest, Zenith Media
Consultant: External View Consulting Group
Completion: December

7

New York Lottery, Creative, Media

Media spend: $50 million
Incumbents: DDB, OMD
Contenders: Creative: incumbent, FCB Garfinkel, McCann Erickson; Media: incumbent, Initiative, UM
Completion: November

8

Johnnie Walker, Creative

Media spend: $40 million
Incumbent: Bartle Bogle Hegarty
Contenders: Incumbent, BBDO, Anomaly, Wieden + Kennedy, Ogilvy & Mather
Completion: December