World: New-Business Analysis - Six names in the hat for $180m US Army account

Ad agencies are bidding to recruit American soldiers again.

The mandatory five-year review of the lucrative $180-million US Army account is well under way, with sources placing five New York-based agencies on the shortlist with the incumbent, Leo Burnett, Chicago. The review is being co-ordinated by the consultancy Jones Lundin Beals in Chicago.

The account, which was won by Leo Burnett in 1999, is a complicated one to manage as it requires supervision of several minority subcontracts, a task few US agencies are qualified to handle.

Leo Burnett created the successful "army of one" campaign in 2001 in response to research that indicated the former "be all you can be" creative was alienating the young audience. The cross-media campaign points potential recruits towards the US Army website and has succeeded in reversing a fall in recruitment before the 11 September attacks.

Meanwhile, reviews continue to stack up - Samsung was due to make a decision in July this year, and the international media planning and buying business for Nestle should have been close behind. There is movement at last, though, on SC Johnson & Son - Interpublic has won the $350 million global broadcast media account after the household goods manufacturer decided to consolidate its business at the holding company, moving its European portion out of ZenithOptimedia. The business will be divided between Initiative and Universal McCann - the latter handling the account in the UK.


Client: Nestle

Task: media planning and buying, global

Budget: $1.5bn

Shortlist: IPG, WPP, Publicis Groupe

Incumbent: various, including: MindShare, OMD, Universal McCann

Decision: October

Consultant: n/s

Client: Unilever

Task: media buying, Europe

Budget: $1.2bn

Shortlist: Initiative, MindShare, Carat

Incumbent: Initiative, MindShare

Decision: December

Consultant: Media Audits

Client: General Motors

Task: media buying, Europe

Budget: $700m

Shortlist: Universal McCann, Initiative, Carat

Incumbent: Universal McCann, Initiative, Carat

Decision: autumn 2004

Consultant: n/s

Client: Samsung

Task: integrated, global

Budget: $400m

Shortlist: WPP, Publicis Groupe, IPG

Incumbent: Foote Cone & Belding

Decision: October

Consultant: none

Client: Kia Motors

Task: creative, North America

Budget: $270m

Shortlist: Cramer Krasell, Chicago; GSD&M, Austin; Kirshenbaum; Bond

& Partners, NY; Davidandgoliath, LA

Incumbent: Davidandgoliath, CA

Decision: n/s

Consultant: Achenbaum Bogda Associates

Client: Carlsberg

Task: media, global

Budget: $250m

Shortlist: undisclosed

Incumbent: various, including ZenithOptimedia, Carat, Mediaedge:cia,


Decision: autumn 2004

Consultant: n/s

Client: US Army

Task: creative, US

Budget: $180m

Shortlist: Leo Burnett, Chicago; BBDO, NY; Grey, NY; McCann

Erickson, NY; O&M, NY; Y&R, NY

Incumbent: Leo Burnett

Decision: October

Consultant: Jones Lundin Beals

Client: Subaru of America

Task: creative, global

Budget: $150m

Shortlist: McCann Erickson, NY; Berlin Cameron/Red Cell, NY; The

Martin Agency, VA; DDB, NY

Incumbent: TM Advertising, TX

Decision: n/s

Consultant: AAR Partners

Client: Bacardi

Task: creative, global

Budget: $70m

Shortlist: World Creative Group; McCann Erickson Worldwide, NY;

Berlin Cameron Red Cell; DDB London

Incumbent: World Creative Group

Decision: n/s

Consultant: n/s

Client: Lego

Task: media buying, Europe

Budget: $65m

Shortlist: Undisclosed

Incumbent: Starcom Mediavest

Decision: n/s

Consultant: n/s


Client: JP Morgan Chase

Task: creative, US

Budget: $300m

Winner: Mcgarrybowen, NY

Shortlist: Mcgarrybowen, NY; BBDO, NY; Hill Holliday Connors

Cosmopulos, Boston and NY; Gardner Nelson & Partners, NY

Incumbent: Foote Cone & Belding, NY; The Martin Agency, VA

Consultant: n/s

Client: SC Johnson & Son

Task: media buying, global (broadcast only)

Budget: $350m

Winner: Universal McCann, Initiative

Shortlist: Initiative, ZenithOptimedia, Universal McCann

Incumbent: ZenithOptimedia

Consultant: none