National Guard in Play: RFPs Go Out for Its $10-13 Mil. Account

ATLANTA-The National Guard Bureau this week will issue requests for proposals for its $10-13 million ad account, nearly one year after it first intended to put the account into a government-mandated review, the client confirmed.
The account has a projected five-year budget of $68 million, but a National Guard procurement officer said that can fluctuate, depending on the funds Congress allocates for defense each year.
Laughlin, Marinaccio & Owens in Arlington, Va., currently handles the account, a one-year pact with four annual options to renew. That contract expired last December, but the relationship was extended until Sept. 30.
A new covenant is expected to begin Oct. 1. “That’s what we’re shooting for,” said the officer, who did not give a reason for the delay. One source attributed the postponement to the “complex” nature of federal documents.
About 100 agencies nationwide are on the National Guard’s rfp mailing list.
The National Guard account comprises recruiting and retention for the Army National Guard-which makes up 80 percent of the account-the Air National Guard, public affairs and family programs.
Last August the client considered separating the Army and Air Guards into two ad accounts and issue rfps for each. However, in May of this year it decided to keep the account consolidated.
LM&O said it will defend the account. “We’re going for it full steam,” said agency general manager Doug Laughlin.