Among the top eagles of Army brass, many felt it went against the grain of the service’s mission and goals–not to mention the basics of how a military corps needs to function in order to succeed and survive.
Advertising is a paid medium isn’t it and US Army is shelling out $1.35 billion (that’s the deal value) to McCann for the purpose. US Army only last week accepted the fact that it has been paying Iraqi media for editorial and other media spaces.
May be then Leo Burnet was behind the strategy. The agency failed to deliver because the Army failed to recruit the target for first time since 1999. An Army official’s quote from the Tribune. Don’t know what unofficial reasons could have been…
Post 1991 the mainstream media (wherever it can reach, worldwide) became the favorite platform for US Army and it tried to mold general perception and did not allow criticism of its positions, information or disinformation and atrocities.
Predilections, predispositions, interests and biases…even if you go by the official quote US youths have enough reasons to say No to US Army.
Now McCann will chalk out new creative plans for its new account.
But will the agency be able to stop the bad press its biggest (?) account has been receiving for quite some time now (And not without reasons?)
Image Blogcritics
Quote from Forbes
