TMP Lands Air Force Reserve

In a surprise win, TMP Worldwide of Atlanta has taken off with the U.S. Air Force Reserve’s $3.5 million advertising account.
TMP, a previously undisclosed contender, won the business after a battle with longtime incumbent HMS Partners, Miami, and The Alpha Group of Asheville, N.C.
“The fact that we have experience in recruitment advertising gave us an edge, I think,” said David Hosokawa, vice chairman of TMP. “We have experience in targeting the kinds of people they would like to recruit . . . It’s all strategy based in finding the people they need.”
Hosokawa anticipates initial advertising will break early next year. The Air Force conducted a mandatory review with creative presentations last May. HMS had handled the business for 15 years.
David Capps, contracting officer at Robbins Air Force Base in Warner Robbins, Ga., did not return calls. A memo issued to contenders on Sept. 4, however, confirmed that TMP was awarded the business.
“The proposal submitted by TMP Worldwide was considered to be the most advantageous to the government in accordance with the evaluation criteria set forth in the [request for proposal],” the memo stated.
Twenty-one questionnaires were sent out earlier this summer, but only three were returned, which is not atypical of recent military contracts. Several agencies attended a preproposal conference last April, including Bates Southwest of Houston. Sources said earlier in the summer that agencies were shying away from the Air Force Reserve account because they assumed HMS would win the business again.
“Because of decreased military budgets, they may be looking to stay with the incumbent for efficiency in existing relationships,” said one source at that time. “At least that’s what agencies were thinking.”