Campbell-Ewald Retains U.S. Navy

CHICAGO The U.S. Navy today said it has retained incumbent Campbell-Ewald for its $90 million annual advertising contract after a mandated review.

The single-year contract has four annual option periods, which if exercised bring the account’s total budget to nearly $470 million. The Interpublic Group agency, based in Warren, Mich., has handled the account since 2000.

In a brief statement of confirmation, the Navy said “two offers were received” in the pitch, but it did not identify the other contender. Navy officials could not immediately be reached for comment.

Sources said IPG’s The Martin Agency in Richmond, Va., also competed. The shop also could not be reached.

C-E’s advertising has used the tagline, “Accelerate your life,” and targets older teens with visions of high-tech adventure.

The shop will continue to work with Accentmarketing in Coral Gables, Fla., and GlobalHue in Southfield, Mich., on Hispanic and African-American recruiting efforts, respectively.

In addition, the shop has opted to open a Washington, D.C. office to grow its government portfolio, which in addition to the Navy includes the U.S. Postal Service, U.S. Postal Inspection Service and Federal Citizen Information Center. Account director Jeff Seregny, who leads the agency’s governmental practice, will split his time between Warren, Mich., and Washington to lead the office.

“In only five years, our government practice has grown to become a significant part of our portfolio, and winning Navy’s rebid continues
our momentum,” agency CEO Anthony Hopp in a statement. “We want to be on the ground in D.C. to sustain it.”

This story updates and corrects an earlier item, noting that the total potential budget for the account is $470 million.

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