WPP’s Thompson retains US Marine Corps’ 77-yr-old account

WPP’s Thompson, part of the VML network, has retained the United States Marine Corps account, one of its longest client relationships, spanning over 77 years.

The Marine Corps Recruiting Command (MCRC) Advertising Program centers on brand awareness, lead generation and recruiter support.

The $1.9B contract for Marine Corps Recruiting Command duties will be annualized over a 10- year period, comprised of two 5-year periods. The contract value is inclusive of agency fees, media, production, and other related costs over the life of the contract. The win was officially announced after a standard, mandated competitive government procurement review.

Advertising legend James Walter Thompson, who served as a United States Marine, has long been recognized as a pioneer of the industry. His close connection to the Corps was the foundation of a 77-year partnership with the iconic agency J. Walter Thompson which later became Wunderman Thompson.

After WPP’s reorganization of Wunderman Thompson earlier this year, THOMPSON was formed to service the US Marine Corps account. THOMPSON builds upon the legacy of an iconic portfolio of brand work while being strategically positioned for future innovation. The 200+ person team is poised to deliver work across the full marketing funnel to support Marine Recruiters with modern tools and inspire the next generation of youth to earn the title, Marine.

“We look forward to the continued partnership with THOMPSON which started over 75 years ago,” said Lieutenant Colonel Anton Semelroth, National Director – Marketing & Communication Strategy, Marine Corps Recruiting Command. “THOMPSON has a diverse and tenured team with valued perspectives and passion for supporting the United States Marine Corps brand through distinctive recruitment efforts that reach our targets in creative and insightful ways.”

“The pride of being able to work alongside our client partners for another ten years is only surpassed by the responsibility we feel to support Marine Recruiters in their efforts to make mission,” said Sean McNeeley, Executive Director, THOMPSON. “Each day, we aim to earn the trust of our client to allow us to deliver outstanding work, and we’re confident that the vision outlined in our proposal will enable MCRC to lead through creativity and innovation to inspire the next generation of Marines.”