The United Service Organizations (USO) appointed JWT Atlanta to lead creative strategy and execution for its upcoming 75th anniversary campaign, following a review which included five other undisclosed agencies.
The USO cited JWT’s 67-year relationship with the United States Marine Corps, as well as military-affiliated clients Hire Heroes USA, the Travis Manion Foundation, and the Bob Woodruff Foundation, and the agency’s “proven track record with PSA conception and production” as the impetus for the selection.
“We studied our 75-year history and rediscovered what really lies at the heart of everything we do: We keep service members connected to the people, places and things they’re fighting for,” said Paul G. Allvin, USO senior vice president, brand advancement. “J. Walter Thompson’s creative concepts and strategic approach were spot on, deeply moving and worthy of the iconic, American brand they will now represent.”
The campaign celebrating the nonprofit organization’s 75th anniversary on Febraury 4th will focus on reintroducing the brand to a wider audience, driving interest among service members and rallying more Americans to its cause while highlighting its programs for military spouses, children and veterans.
“We are proud to be supporting an iconic, American institution in the USO – one that has been there for our service members and their families through some of the most challenging times in our history,” added JWT Atlanta chief operating officer Marshall Lauck.
The campaign celebrating the nonprofit organization’s 75th anniversary on Febraury 4th will focus on launching a new brand positioning to a wider audience and will encompass broadcast, radio, digital, social, OOH and direct response.