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Army strong. Verbs dead.

McCann Worldgroup is going to replace the U.S. Army’s tagline of ‘Army of One’ with “Army Strong” in a new series of ads that are going to break on November 9th. This tagline is the first work 10 months after McCann replaced Publicis Groupe’s Leo Burnett. Eric Keshin, McCann Worldgroup’s worldwide chief operating officer and regional director North America, denied reports the campaign was long in coming due to disagreement over strategy between the agency and the Army. He said McCann formally took over the account in the spring, and research and creative development took some time. Does anyone believe that? Does anyone else think that after 10 months they would have come up with a tagline that used a verb or something more impactful?

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