The U.S. Navy assigned its integrated advertising account to BBDO New York, following a mandatory
review which began in July 1997.
The Navy has been a client of BBDO since 1987. The new contract will run with
option years through September 30, 2002. Billings were not disclosed.
BBDO New York will continue to be responsible for all advertising for the
U.S. Navy Recruiting Command. Navy recruitment television and radio
advertising, carrying the tagline “Navy. Let the Journey Begin,” focuses on
aviation, surface warfare, and submarine/nuclear operations. Print
advertising, collateral materials, direct marketing, and Internet
communications round out the Navy’s integrated communications program.
“We’re gratified by this vote of confidence in our partnership and very
proud to be associated with the Navy, especially as it faces the challenge
of an increasingly competitive youth labor market,” said Bill Katz, BBDO
New York president and chief operating officer.
Omnicom agency, Rapp Collins Worldwide, the incumbent direct marketing
agency, was reconfirmed in that capacity.
BBDO New York, the headquarters agency of BBDO Worldwide, had billings of
$1.5 billion in 1997. It is part of the Omnicom group.