WPP’s THOMPSON, part of the VML network, has been awarded and retains the United States Marine Corps account, which is one of their longest client relationships, spanning over 77 years. The Marine Corps Recruiting Command (MCRC) Advertising Program centers on brand awareness, lead generation and recruiter support.
The $1.9 billion contract for Marine Corps Recruiting Command duties will be annualized over 10 years, comprised of two 5-year periods. The contract value is inclusive of agency fees, media, production, and other related costs over the life of the contract. The win was officially announced after a standard, mandated competitive government procurement review.
Advertising legend James Walter Thompson, who served as a United States Marine, has long been recognized as a pioneer of the industry. His close connection to the Corps was the foundation of a 77-year partnership with the iconic agency J. Walter Thompson which later became Wunderman Thompson.
After WPP’s reorganization of Wunderman Thompson earlier this year, THOMPSON was formed to service the US Marine Corps account. THOMPSON builds upon the legacy of an iconic portfolio of brand work while being strategically positioned for future innovation. The 200+ person team is poised to deliver work across the full marketing funnel to support Marine Recruiters with modern tools and inspire the next generation of youth to earn the title, Marine.
“We look forward to the continued partnership with THOMPSON which started over 75 years ago. THOMPSON has a diverse and tenured team with valued perspectives and passion for supporting the United States Marine Corps brand through distinctive recruitment efforts that reach our targets in creative and insightful ways,” said Lieutenant Colonel Anton Semelroth, National Director – Marketing & Communication Strategy, Marine Corps Recruiting Command.
“The pride of being able to work alongside our client partners for another ten years is only surpassed by the responsibility we feel to support Marine Recruiters in their efforts to make mission. Each day, we aim to earn the trust of our client to allow us to deliver outstanding work, and we’re confident that the vision outlined in our proposal will enable MCRC to lead through creativity and innovation to inspire the next generation of Marines,” said Sean McNeeley, Executive Director, THOMPSON.
The Marine Corps Recruiting Command (MCRC) Advertising Program is responsible for the recruitment of approximately 40,000 personnel per year to fill vacancies in both enlisted and officer programs. The objective of MCRC advertising is to use all the tools of marketing and communications to guide qualified prospects through the decision-making process to becoming a Marine and putting each prospect in front of a Marine recruiter.
The Marine Corps Advertising Program spans a wide variety of channels and program elements, including an expanded online and social media presence, an array of awareness media options, an effective lead generation program, a nationwide support team providing advertising assistance through local event activation, and the development of recruiter sales support materials.
