The U.S. Marine Corps has chosen Wunderman Thompson Atlanta as its agency partner following a review. The move comes after the Marine Corps launched a government-mandated review last year.
The decision means that WPP will retain the account, which was previously handled by J. Walter Thompson for more than 70 years. The agency merged with Wunderman last year.
Wunderman Thompson will lead advertising, marketing and strategic communication efforts for the Marines Corps’ recruiting efforts. According to the agency, it will be responsible for creating “a roadmap for the strategic and ethical use of data to guide future marketing efforts in new platforms.”
According to the Marine Corps, the cumulative value of the contract could come to more than $529 million over five years. The initial contract phase runs until the end of 2020, but the Marine Corps has the option to extend the relationship annually until 2024.
“We congratulate Wunderman Thompson on their contract award and, once again, look forward to partnering with this talented and diverse group of marketing professionals to promote our service brand and support our Marine recruiters,” said Lt. Col. Christian Devine, national director of marketing and communication strategy at the Marine Corps Recruiting Command, in a statement.
Last year, J. Walter Thompson Atlanta launched a campaign for the Marine Corps called “A Nation’s Call” that ran online during the Super Bowl.
The Marine Corps spent $29 million on paid media last year, according to Kantar Media.