Magazine article ADWEEK

'The U.S. Army Has Come out with Its New Tagline, 'Army Strong.' How Would You Position the Army to Attract Recruits in Today's Environment?'

Magazine article ADWEEK

'The U.S. Army Has Come out with Its New Tagline, 'Army Strong.' How Would You Position the Army to Attract Recruits in Today's Environment?'

Article excerpt

The short answer: I would never work with the U.S. Army in any way as long as our policies resemble anything remotely similar to what's going on right now.--Josh Rogers, concept director, Margeotes Fertitta Powell, New York

There has never been a more unpopular war than now. The Army is only making its numbers by reducing its aptitude and recruiting goals. The kids it is talking to were raised in crowded media environments--they're not the children of the '50s who responded to 'Be all that you can be.' ... It is less important to have a beloved line than strong content in its ad message. It is easy to sit in an armchair and pick off a line. It is a different experience to be across a desk from a potential recruit.... 'Army of one.' I liked that line. That told them: I am important and I am not alone. And that was huge. Up until this war, that worked great. Now they've seen our Army go in and smash a fairly large army in the Middle East. …

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