The United Service Organizations (USO) tapped J. Walter Thompson Atlanta to lead creative for its national brand advertising campaign. The account was won during an RFP, but there was no incumbent
agency. The USO hasn't worked with an AOR in a few years; its last AOR was Williams Whittle of DC. The assignment includes support in launching new brand positioning in conjunction with the
USO’s 75th anniversary. Campaign elements will include TV, radio, digital, social media, OOH and direct response. "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," said Marshall Lauck, chief operating officer, J. Walter Thompson Atlanta. "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, senior vice president, brand advancement of the USO. "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 USO spent $6.2 million on measured media in 2014 and $2.9 million the first nine months of 2015, per Kantar Media.