- The Washington Times - Monday, January 21, 2002

Doug Laughlin's advertising firm has won the National Guard Bureau's multimillion-dollar advertising account again.
Laughlin, Marinaccio & Owens, based in Arlington, got word last week that it has been awarded the contract, which includes work for the Air National Guard and the Army National Guard.
LM&O; was the incumbent and has been since 1995. Mr. Laughlin, however, has been working on this account since 1986 when his former agency Bozell Worldwide in New York won the account. He came to Virginia and continued working on the National Guard account at Bozell's Washington office. He bought the firm in 1995, making it an independent agency, and taking the account with him.
"We must be doing something right," Mr. Laughlin says of the agency's largest account.
The National Guard account, worth about $30 million a year, has been in review since February.
"This is the one we've been sweating out," Mr. Laughlin says.
LM&O; was up against three other agencies for the contract, which also includes four renewable years worth $30 million annually.
The agency will continue focusing its advertising efforts on recruitment with television, radio, research, direct marketing, public relations and marketing sponsorship programs.
Mr. Laughlin says the National Guard's creative work does not require "dramatic change from year to year." For instance five years ago the firm created the "You Can" slogan for the Army National Guard, which is still uses today.
And the events of September 11 won't change the bureau's recruiting efforts either.
"The military is center stage now. The bands are playing and the flags are waving but there is always a trail-off period," Mr. Laughlin says. "We're not going to change [our advertising] and become superpatriotic."

D.C.'s next step
The Washington, DC Convention and Tourism Corp. is kicking off a $1.5 million campaign today to help rebuild the city's tourism industry.
The three-week television and print campaign is scheduled to run in New York, Philadelphia, Pittsburgh, Boston and Norfolk.
Joint promotions with T ravelocity.com, Smith sonian magazine, Conde Na st Traveler and New Balance shoes are also underway.
For example, in the March issue of Conde Nast Traveler, the 800,000-circulation magazine and shoe manufacturer New Balance have teamed up with WCTC to present a "Walking through Washington" four-page, full-color insert promoting the city.
In addition hotel partners are offering "Come. Be Inspired" packages starting at $89 per night, which will be listed on the city's Web site www.dcinspires.com.

New wins
Adworks Inc., based in the District, h as been awarded Trigon Blue Cross Blue Shield's $3 million to $4 million advertising account. Arnold Worldwide in McLean was the incumbent.
Crosby Marketing Communications in Annapolis has been named the advertising agency of record for Royal Farms, the Baltimore-based convenience store chain. Crosby will work on a companywide positioning and branding effort, using advertising, in-store graphics and point-of-sale promotions, public relations and direct mail. The account is worth an estimated $1.5 mi llion annually.
RMR & Associates Inc., based in Rockville, will handle the public relations, advertising and marketing for the American Society of Civil Engineers' CE World, an online conference for the civil engineering community.
Donna De Marco can be reached at 202/636-4884 or [email protected] Advertising & Marketing runs every other week.


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