Navy Asks Shops for Creative Ideas Up Front

In an effort to expedite its agency-search, the U.S. Navy has made an unusual request: submit “top-level” creative ideas as part of al submission that is due today.
As a result, contenders must submit work before they present and will be limited to using the materials they submit, sources said.
More than a dozen agencies contacted the Navy about its $40 million account, which includes traditional advertising, direct marketing and interactive duties, said Cmdr. Tom Howington. They include Campbell-Ewald, Detroit, and New York shops Young & Rubicam, Bates Worldwide, and Rapp Collins Worldwide, the direct marketing incumbent, sources said.