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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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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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