Navy Narrows Down to 4 for $40 Mil. Account

Four agencies have emerged as finalists for the U.S. Navy’s $40 million account: Young & Rubicam, Bates Worldwide, Campbell-Ewald and incumbent Rapp Collins Worldwide, which is partnering with fellow Omnicom Group shop Martin/Williams, sources said.

Each agency gets three hours to present creative ideas; a client panel will then ask questions, according to sources.

The pitches, which will take place at the Navy Yard in Washington, D.C., begin today with the team of New York direct marketing shop Rapp Collins and Minneapolis agency Martin/Williams, sources said. Next up: Campbell-Ewald, Detroit, on Wednesday, followed by New York shops Bates on Thursday and Y&R on Aug. 29. The agencies declined comment.

Lead incumbent BBDO Worldwide is not defending [Adweek, Aug. 14]. In an unusual twist, the Navy asked participants to submit creative work before they present. Each will be limited to using those materials. The Navy hopes to select a new shop by Oct. 1—the start of the federal government’s fiscal year.

Y&R’s military experience stems from more than a decade on the Army account, which shifted to Leo Burnett this year. Campbell-Ewald was a semifinalist in the Army review, and Bates handles the Joint Recruiting Advertising Program. Rapp Collins has worked with the Navy for 13 years.

More than a dozen shops initially contacted the Navy about its account.

Separately, the U.S. Air Force is entering the final stage of the review for its $50 million business. A list of six contenders—incumbent Bozell Kamstra, Irving, Texas; GSD&M, Austin, Texas; Image Media Services, McLean, Va.; Siegelgale, New York; TMP Worldwide, Washington, D.C.; and one undisclosed other—may get pared down this week, sources said. Like the Navy, the Air Force will consider creative presentations and hopes to select a shop by Oct. 1.

One Air Force contender, meanwhile, has shot new TV spots that are expected to break next month, sources said. The new campaign, from Siegelgale, marries images of Air Force personnel with music and introduces the tagline, “No one comes close.”