The U.S. Navy has selected Young & Rubicam as its lead agency, following a review, Adweek reports.
Y&R’s responsibilities encompass traditional, digital and mobile advertising, as well as media planning, research and PR. The agency’s contract runs for one year, followed by a series of four one-year options extending through 2020. According to Kantar Media, the U.S. Navy spent $39.6 million on measured media last year.
Incumbent Lowe Campbell Ewald –which IPG recently merged with Mullen to form Mullen Lowe Group — had held the account for 15 years. Last year, the U.S. navy extended its contract with the agency for one year during the review process. The news follows the agency’s loss of its share of the Cadillac business (as part of the Rogue group of IPG agencies) back in December. Lowe’s most recent work for the U.S. Navy was its “Pin Map” spot from January (featured above).