BUILDING A “STRONG” INTEGRATED BRAND PLATFORM
“ARMY STRONG” CAMPAIGN MARSHALS
THE POWER OF BRAND INTEGRATION
When the “Army Strong” campaign was launched in 2006, it was yet another high-profile example of McCann creating a big brand platform, one that could endure for many years and be effective across many communications channels. McCann New York’s ability to achieve this stemmed from its collaborative role within McCann Worldgroup, one of the world’s leading integrated marketing communications organizations. Its partners include such leading marketing services companies as MRM in digital marketing/CRM, Momentum in experiential marketing, UM in media, and Casanova Pendrill in Hispanic marketing, among others.
The U.S. Army communications thus was integrated from the start. As the Army has expanded its recruitment efforts, it has recognized the need to reach out to potential enlistees with everything from social media sites like Facebook to event marketing activity such as its sponsorship of the U.S. Army NASCAR team. This broad integrated approach became the agency’s mandate as the McCann Worldgroup team developed a range of effective engagements that encompassed and integrated such elements as both mass and digital media, CRM and event/sports marketing, public relations and performance measurement.
Because of its success in achieving results, the “Army Strong” brand platform remains in force and continues to expand. While it has served well in its mission aimed at potential recruits, it has also helped to define the Army brand and infuse its character and energy throughout the entire organization.