• Ad Age, Wednesday, June 13, 2007 11 AM

The Department of Defense is giving Mullen another shot at its joint-services-recruitment business, giving the shop a piece of business that could be worth $50 million a year. But how big the one-year contract will be (it can also be extended for up to four years) depends on how much Congress allows the Pentagon to spend. Measured media spending behind the account has been about $12 million to $15 million a year, with total spending less than $50 million.

Mullen has had the account since 2002, and its most recent effort targets parents and other influencers of possible recruits, urging them to have "a two-way conversation" and to "get the facts" about military service. "A military career is a serious consideration requiring a great deal of thought, information and dialogue," says Tom Jump, executive vice president-managing partner at the agency.

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