All They Can Be

The Army’s latest tactical move: selecting IMAGES USA, an Atlanta agency specializing in African-American marketing. The US Army recruited the agency to subcontract with Leo Burnett Worldwide, Inc. The charge is to communicate the wide array of opportunities and skills the Army offers potential recruits. This acquisition is the latest in a series of changes in the Army’s recruiting and marketing efforts. The estimated potential annual value of the $350 million contract is $95 million a year for four years for advertising and related marketing communications. IMAGES will develop and produce advertising copy and advertising, public relations and promotional campaigns. The company will also design marketing and advertising collateral.