Burnett Brings in Army Reinforcements

CHICAGO — Leo Burnett USA hired urban and youth specialty shop, Vital Marketing Group in its recruitment and retention efforts for African-American marketing for the U.S. Army.

VMG will work with Burnett and its minority partner Muse Cordero Chen & Partners, Los Angeles, for its Army recruiting efforts. Burnett hired Muse Cordero in early September after splitting with Images USA in Atlanta. Burnett became aware of VMG during the search for a new African-American partner, according to Ray DeThorne, the Burnett evp who heads the $95 million U.S. Army account.

VMG is a three-year-old, New York-based agency whose clients include Tommy Hilfiger, Alize and Footaction.

Leo Burnett has handled the Army business since 2000 along with Cartel Creativo, the San Antonio-based agency that handles the Hispanic portion of the Army contract.