USMC awards JWT $770M IDIQ to help look for a few good Recruits

Defense.gov Contracts for Friday, January 30, 2015

J. Walter Thompson, Atlanta, Georgia, is being awarded a maximum amount  $770,000,000 indefinite-delivery/indefinite quantity, cost-plus-fixed-fee, firm-fixed-price contract for recruitment and advertising support services for the Marine Corps Recruiting Command. Task order 0001 in the amount not-to-exceed $65,709,409 will be issued at time of award. Work will be performed in Atlanta, Georgia (60 percent) and Dallas, Texas (40 percent). The term for task order 0001 has an expected completion date of December 2015. The ordering period for the contract is five years. Fiscal 2015 operational and maintenance incremental funds in the amount of $60,297,382 are being obligated at time of award for task order 0001 and will expire at the end of the current fiscal year. This contract was competitively procured via the Federal Business Opportunities website, with one proposal received. The United States Marine Corps Regional Contracting Office-National Capital
Region, Quantico, Virginia, is the contracting activity (M00264-15-D-0008).

Previous JWT Work for USMC 

United States Marine Corps + Toward the Sounds of Chaos - JWT Atlanta Advertising Work

Toward the Sounds of Chaos / JWT Atlanta

The Marine Corps’ newest recruitment campaign, Toward the Sounds of Chaos, is a fully integrated advertising campaign aimed at raising awareness among millennial youth. Launched with a TV spot, web video using footage shot by Marines on the front lines, a customized Facebook tab, print, banners and a cinema spot, the campaign shows how earning the title, “Marine” provides an opportunity to face down everything from traditional warfare to natural disasters that necessitate highly organized humanitarian assistance.

Marines’ Marketing Campaign Uses Chaos as a Selling Point - NYTimes.com

The new campaign will also include much information, and dramatic footage of Marines delivering humanitarian aid to nations beleaguered by war, famine or natural disaster, like Haiti, where 2,200 Marines provided medical supplies, food and security after the 2010 earthquake.

The new emphasis is partly the result of a national online survey conducted by JWT, the marketing firm, showing that many young adults consider “helping people in need, wherever they may live,” an important component of good citizenship.

“There is a subset of millennials who believe that the military is an avenue of service to others,” General Osterman said. “Not only in our nation, but also in others faced with tyranny and injustice.”

The Marine Corps has always been adept at maximizing buzz around its marketing campaigns, and this one — estimated to cost more than $3 million — was no different. The television spot leaked onto YouTube on Wednesday and then on Thursday the Marines released Web-only videos on Facebook. The first television commercial will air on ESPN during the Big 12 basketball championship game on Saturday night. 

PBS Documentary