USO Names J. Walter Thompson Lead Creative Agency

J. Walter Thompson Atlanta has been selected by the USO to lead creative strategy and execution of its national brand advertising campaign.

ATLANTA, GEORGIA (Jan. 22, 2016) – The United Service Organizations (USO) has selected J. Walter Thompson Atlanta to lead creative strategy and execution of its national brand advertising campaign.

The assignment, effective immediately, also includes support in launching new brand positioning in conjunction with the USO’s 75th anniversary. Campaign elements to carry the new brand story will include TV, radio, digital, social, OOH and direct response.

“We are proud to be supporting an iconic, American institution in the USO – one that has been there for our service members and their families through some of the most challenging times in our history,” said Marshall Lauck, Chief Operating Officer, J. Walter Thompson Atlanta.

J. Walter Thompson’s portfolio of military-affiliated clients—including a 67-year partnership with the United States Marine Corps; Hire Heroes USA; the Travis Manion Foundation; and the Bob Woodruff Foundation—and proven track record with PSA conception and production helped earn the opportunity.

“We studied our 75-year history and rediscovered what really lies at the heart of everything we do: We keep service members connected to the people, places and things they’re fighting for,” said Paul G. Allvin, USO Senior Vice President, Brand Advancement. “J. Walter Thompson’s creative concepts and strategic approach were spot on, deeply moving and worthy of the iconic, American brand they will now represent.”


The USO strengthens America’s military service members by keeping them connected to family, home and country, throughout their service to the nation. At hundreds of locations worldwide, we are united in our commitment to connect our service members and their families through countless acts of caring, comfort, and support. The USO is a private, non-profit organization, not a government agency. Our programs, services and entertainment tours are made possible by the American people, support of our corporate partners and the dedication of our volunteers and staff.

In addition to individual donors and corporate sponsors, the USO is supported by President’s Circle Partners: AT&T, the BNSF Railway Foundation, Clark Construction Group, LLC, The Coca-Cola Company, Johnson & Johnson, Kroger, NFL and Four-Star Partners: BIC, ConAgra Foods, FedEx, GEICO, JCPenney, Lockheed Martin, Microsoft, Procter & Gamble, Starbucks, TKS and the Wawa Foundation. We are also supported through the United Way and Combined Federal Campaign (CFC-11381). To join us in this important mission, and to learn more about the USO, please visit


J. Walter Thompson Worldwide, the world’s best-known marketing communications brand, has been making pioneering solutions that build enduring brands and business for more than 150 years. Headquartered in New York, J. Walter Thompson is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. The agency consistently ranks among the top networks in the world and continues a dominant presence in the industry by staying on the leading edge—from hiring the industry's first female copywriter to developing award-winning branded content today. For more information, please visit and follow us @JWT_Worldwide. 
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