Lowe Campbell Ewald, Detroit Follow Update

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Mission Accomplished: U.S. Navy signs Campbell-Ewald for third tour of duty

May 11, 2009


DETROIT May 11, 2009

The U.S. Navy has again chosen Campbell-Ewald for its advertising and marketing communication recruiting mission following a mandatory competitive rebid according to a Monday announcement by the U.S. Department of the Navy.

"After this rigorous review, we are delighted to sign on with the U.S. Navy for a third tour of duty," said Campbell-Ewald Chairman and CEO Tony Hopp. "We are extremely proud of our role in the partnership that has met monthly recruiting goals for eight straight years. We are committed to again bring our strategic thinking, innovative tactics and brilliant creative to ensure Navy's continuing successful communication with young people, their families and others who care about their well-being."

Campbell-Ewald won the U.S. Navy account in 2000 with agency partners Accentmarketing and Global Hue Partners. Campbell-Ewald immediately increased Navy's presence in cyberspace with the "Accelerate Your Life" campaign at Navy.com. Staying close to the needs and trends of 16-24-year-olds, agency insights ensured that the Navy message was among the first to appear on emerging media popular with teens. Over the years these deep-dives into the behaviors and culture of young Americans have revealed important understandings that the agency refers to as "Youth Truths."

"One of the first things that jumped out at us about the kids who came of age at the new millennium is how patriotic they are," explains agency President and Managing Director Kathleen Donald. "They are very proud to be part of a country that let's them be the unique individuals they are becoming. They want to make a difference and they want to do big things now. You see all those themes in our work with Navy."

In recent years, Campbell-Ewald has driven Navy's pioneering leadership in the burgeoning social communications realm, creating some of the most frequently visited sites on Facebook, YouTube, and Twitter. In 2008, the agency conceived and launched one of the most successful online communities, NAVYForMoms.com.

"Life in the Navy is often a mystery for parents and a matter of special concern for moms," said agency Social Media Director David Linabury. "We created NAVYForMoms.com as a real community. Mothers join because they value the honest responses and genuine support they get from other Navy moms about their questions. Campbell-Ewald doesn't join in the dialog but facilitates the discussions of now over 15,000 members."

In addition to exemplary recruiting results, the agency's Navy work has been honored over eighty times since 2000 including the most coveted industry awards: Ogilvy for strategic research, MOSIAC for multicultural advertising, ECHO for direct marketing, Cannes Lions Finalist for media, EFFIE for overall effectiveness.