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Marine Corps Recruiting Command

Marine Corps Base Quantico, Va.

3280 Russell Road, 2nd Floor Quantico, Va. 22134
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Marine Corps Recruiting Command, JWT partnership turns 65 years old

By Lance Cpl. David Flynn | Marine Corps Recruiting Command | July 13, 2012

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The partnership between Marine Corps Recruiting Command and their contracted advertising firm, JWT, marked its 65th year this month. The relationship between the two organizations is based upon a cultural understanding of one another and a proven track record of success, this year’s “Toward the Sounds of Chaos” campaign being the most recent.

The partnership between Marine Corps Recruiting Command and their contracted advertising firm, JWT, marked its 65th year this month. The relationship between the two organizations is based upon a cultural understanding of one another and a proven track record of success, this year’s “Toward the Sounds of Chaos” campaign being the most recent. (Photo by Official Marine Corps Photo)


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MARINE CORPS BASE QUANTICO, Va. -- In July 1947, the Marine Corps began a partnership with the advertising agency JWT. In the 65 years since, JWT has played a crucial role in developing the positive brand awareness that contributes to the successful attainment of Marine Corps Recruiting Command’s annual accession mission.

As the contracted advertising agency of MCRC, JWT is responsible for providing strategic marketing advice and consultation, market research, message development, creative production, and placement of products into media markets.

“The relationship between JWT and the Marine Corps endures because of a cultural understanding between the two organizations,” said Tobei Arai, group account director, JWT. “It started with a former Marine, J. Walter Thompson, and has continued because of great individuals in both organizations who have worked to maintain that cultural understanding.”

The enduring relationship between MCRC and JWT is driven by much more than a cultural understanding, however. It is driven by effective, award winning advertising campaigns that generate positive brand awareness, a critical component in recruiting, according to Arai.

“Over the past 65 years JWT has delivered award-winning advertising work for the Marine Corps,” said Dan Weidensaul, deputy assistant chief of staff for advertising, MCRC. “They’ve reached our prospects in unique ways.”

Among those awards are multiple Effie Awards.

“Effie’s are annual awards based on the effectiveness of campaigns,” said Arai. “Unlike other awards, these judge whether a product achieved its objective. “

In recruiting terms, this comes down to the number of accessions, which MCRC continually meets while exceeding established DoD standards in quality of individual inducted into the service.

This proven track record of success and a keen eye on the future contributes tremendously to the continued partnership of MCRC and JWT, which has been competitively renewed on a regular interval.

“The Recruitment Advertising Services Contract is a competitively procured contract that is opened up to industry approximately every five years,” said Weidensaul. “The selection is based largely on past performance and what proposals suggest for the future.”

Though 65 years may seem like a long time, in the realm of government contracting it is nowhere near the longest. That distinction belongs to Crane & Company, who has supplied paper for U.S. currency to the Bureau of Engraving and Printing since 1879.

The competitive nature of the contract and tangible results that clearly define success and failure continue to drive JWT to produce outstanding work for the Marines.

“Recruiting is a results oriented business,” said Arai. “If MCRC fails to meet its mission, then we failed.”

To see the most recent advertising campaign created by JWT and MCRC, visit http://www.marines.com/global-impact/toward-chaos

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1 Comments


  • horse 1 years 170 days ago
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    the marines are the best of the best I'm 13 and I know that SEMPER FI

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