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The National Guard Bureau has retained Laughlin, Marinaccio & Owens to handle recruitment advertising for the Army and Air National Guards.
The Arlington, Va., agency, which has held the account since 1995, defended against WestWayne in Atlanta and two undisclosed shops.
Billings are $50 million over a five-year period, according to a statement issued by the NGB. The assignment includes television, radio, print and direct marketing targeting young adults aged 18-26.
“In these competitions you start from scratch, but our experience didn’t hurt us,” said agency president Doug Laughlin.
Major Michael Jones, chief, advertising branch for the Army National Guard, also in Arlington, said presentations weighed heavily in the review process, as did knowledge of the product.
“But [LM&O] used its experience to look forward,” Jones said.
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