Campbell-Ewald Keeps U.S. Navy Biz

WARREN, MICH. Interpublic Group’s Campbell-Ewald here has been retained by the U.S. Navy following a mandatory review, the agency confirmed today.

C-E had handled the Navy’s advertising for five years when its previous contract ended in 2005. At that time, the deal was renewed as a single-year contract with four optional years. C-E most recent Navy option lapsed in November.

The contract is worth $800 million over the course of five years. The Navy routinely spends at least $40 million annually in major measured media, per Nielsen.

Shop CEO Tony Hopp said in a statement: “We are extremely proud of our role in the partnership that has met monthly recruiting goals for eight straight years. We are committed to again bring our strategic thinking, innovative tactics and brilliant creative to ensure Navy’s continuing successful communication with young people, their families and others who care about their well-being.”

In the first half of this decade, C-E helped give the Navy a presence in cyberspace with the “Accelerate your life” campaign and in more recent years has helped the client make successful forays into social media with efforts such as NavyForMoms.com.