The Army--A "Product" of One

By Lee Russ

Saturday, December 10, 2005 at 07:25 AM

In this 21st century, can there really be any doubt that everything--tangible objects, intangible ideas, and anything else that can "exist" in some sense--is a potential product to be shaped, framed, formatted, positioned, and, ultimately, sold to the consumer.

Remember the stories of Army recruiting be down?  Really down?  Well in 2005 that doesn't mean your national military policies are wrong.  Nope.  Means you need a new ad agency.

From Army Times:
December 09, 2005

Army to switch ad agencies, By Michelle Tan
Times staff writer

According to the article, "The Army announced Wednesday that it is switching advertising agencies, dropping Leo Burnett Worldwide...in favor of McCann Erickson of New York....But that doesn't mean the campaign will necessarily change, said Army spokesman Paul Boyce."

Au contraire. "We've had five years of recruiting success with `An Army of one,'" he said. while managing to acknowledge that "Obviously we had some challenges this year ... "

Still, the spokesman said "The active Army met its recruiting goals every month since June..[and]..expect to meet November targets as well."

"The contract with McCann Erickson is estimated to be worth up to $1.35 billion for up to five years, Paul Boyce said.

"Boyce denied that the change had anything to do with the Army's recent recruiting slump. In fiscal 2005, which ended Sept. 30, the Army missed its recruiting goal for the first time since 1999.

"'This has everything to do with the fact that no government contract lasts forever,' he said. 'It has nothing to do with the performance of the Leo Burnett company.'"

The article closes with a list of Army recruiting slogans since becoming an all-volunteer force:

"Today's Army wants to join you" -- 1973.

"Join the people who've joined the Army" -- 1973-1976.

"This is the Army" -- 1977-1979.

"Be all you can be" -- 1981-2001.

"An Army of one"-- 2001-present.