Army Awards Ad Contract in Bid to Boost Recruitment
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WASHINGTON — The Army has awarded a $440-million recruitment advertising contract to the New York firm of Young and Rubicam, Inc., the Pentagon announced Friday.
The one-year contract to help revitalize lagging Army recruitment begins Aug. 1 and has four annual options, not to exceed five years.
The agency is required to provide a “full range of general advertising, public affairs support and direct marketing to support personnel acquisition and retention programs” for the U.S. Army Recruiting Command, the U.S. Army Cadet Command and the U.S. Army Reserve, a Pentagon statement said.
The nation’s strong economy has hurt the Army’s recruitment program, officials say, even as the service has dropped in recent years to a level of 495,000 soldiers. The Army must bring in about 89,000 recruits during the current fiscal year, which ends Sept. 30.
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