WPP’s Thompson, part of the VML network, has secured the United States Marine Corps account, marking the continuation of one of the agency’s most enduring partnerships. This relationship, now spanning over 77 years, will see the agency supporting the Marine Corps Recruiting Command (MCRC) in areas such as brand awareness, lead generation, and recruiter support.
Under a 10-year contract valued at $1.9 billion, Thompson will oversee MCRC’s advertising program, with the contract divided into two five-year terms. The contract amount covers agency fees, media, production, and additional related costs over the duration, ensuring a comprehensive approach to advancing the Marine Corps’ recruitment efforts. This follows a competitive review process mandated by government procurement standards.
The agency’s historic bond with the Marine Corps traces back to the ad industry pioneer James Walter Thompson, a former Marine whose legacy helped establish the foundation for this lasting partnership. 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 Marine Corps Recruiting Command (MCRC) Advertising Program is responsible for the recruitment of approximately 40,000 personnel per year to fill vacancies in both enlisted and officer programs. The objective of MCRC advertising is to use all the tools of marketing and communications to guide qualified prospects through the decision-making process to becoming a Marine and putting each prospect in front of a Marine recruiter. The Marine Corps Advertising Program spans a wide variety of channels and program elements, including an expanded online and social media presence, an array of awareness media options, an effective lead generation program, a nationwide support team providing advertising assistance through local event activation, and the development of recruiter sales support materials.
“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.”
