Marines Raise Recruitment Ad Spending

“Crush Your Limitations”

J. Walter Thompson Co., USA in Atlanta, GA received a $7.7 million modification to previously awarded GSA Task Order (M00264-02-F-0213) for marketing and advertising services in support of the Marine Corps recruitment programs. Work will be performed in Atlanta, GA and is expected to be complete by September 2005. The Regional Contracting Office Northeast, Marine Corps Base, Quantico, Va., issued the task order modification. For a good illustration of the longer-term shifts in the U.S. military’s recruitment messages and methods, this 1999 memo “Recruitment Ads: New Strategies, New Messages” offers some useful background.